Brand history, geography and the persistence of brand shares

B.J. Bronnenberg, S. Dhar, J.P. Dube

Research output: Contribution to journalArticleScientificpeer-review

Abstract

We document evidence of a persistent “early entry” advantage for brands in 34 consumer packaged goods industries across the 50 largest U.S. cities. Current market shares are higher in markets closest to a brand’s historic city of origin than in those farthest. For six industries, we know the order of entry among the top brands in each of the markets. We find an early entry effect on a brand’s current market share and perceived quality across U.S. cities. The magnitude of this effect typically drives the rank order of market shares and perceived quality levels across cities.
Original languageEnglish
Pages (from-to)87-115
JournalJournal of Political Economy
Volume117
Issue number1
Publication statusPublished - 2009

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Geography
Persistence
Market share
Industry
Perceived quality
Order of entry
Consumer packaged goods

Cite this

Bronnenberg, B.J. ; Dhar, S. ; Dube, J.P. / Brand history, geography and the persistence of brand shares. In: Journal of Political Economy. 2009 ; Vol. 117, No. 1. pp. 87-115.
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Brand history, geography and the persistence of brand shares. / Bronnenberg, B.J.; Dhar, S.; Dube, J.P.

In: Journal of Political Economy, Vol. 117, No. 1, 2009, p. 87-115.

Research output: Contribution to journalArticleScientificpeer-review

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