The Formation of Consumer Brand Preferences

Posted: 14 Aug 2017

See all articles by Bart J. Bronnenberg

Bart J. Bronnenberg

Tilburg University, CentER

Jean-Pierre Dubé

University of Chicago - Booth School of Business; National Bureau of Economic Research (NBER); Marketing Science Institute (MSI)

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Date Written: August 2017

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.

Suggested Citation

Bronnenberg, Bart J. and Dube, Jean-Pierre H., The Formation of Consumer Brand Preferences (August 2017). Annual Review of Economics, Vol. 9, pp. 353-382, 2017, Available at SSRN: https://ssrn.com/abstract=3017746 or http://dx.doi.org/10.1146/annurev-economics-110316-020949

Bart J. Bronnenberg (Contact Author)

Tilburg University, CentER ( email )

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Jean-Pierre H. Dube

University of Chicago - Booth School of Business ( email )

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National Bureau of Economic Research (NBER) ( email )

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Marketing Science Institute (MSI) ( email )

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