The Formation of Consumer Brand Preferences

Bart J. Bronnenberg () and Jean-Pierre Dubé ()
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Bart J. Bronnenberg: CentER, Tilburg University, 5000 LE Tilburg, Netherlands
Jean-Pierre Dubé: Booth School of Business, University of Chicago, Chicago, Illinois 60637

Annual Review of Economics, 2017, vol. 9, issue 1, 353-382

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.

Keywords: brand; brand capital; preferences; advertising; marketing; market structure (search for similar items in EconPapers)
JEL-codes: L11 L15 M31 M37 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (11)

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