The formation of consumer brand preferences

Bart Bronnenberg, J.P. Dube

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude, and persistence of brand market shares in consumer goods categories. We then survey the theoretical and empirical literatures on the formation of brand preferences and the ways in which brand preferences contribute to our understanding of these empirical regularities. We also review the literature on how brand capital creates strategic advantages to firms that own established brands.
Original languageEnglish
Pages (from-to)353-382
JournalAnnual Review of Economics
Volume9
DOIs
Publication statusPublished - Aug 2017

Fingerprint

Brand preference
Regularity
Industry
Industrial markets
Persistence
Market structure
Market share
Strategic advantage

Keywords

  • brand
  • brand capital
  • preferences
  • advertising
  • marketing
  • market structure

Cite this

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The formation of consumer brand preferences. / Bronnenberg, Bart; Dube, J.P.

In: Annual Review of Economics, Vol. 9, 08.2017, p. 353-382.

Research output: Contribution to journalArticleScientificpeer-review

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