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The evolution of brand preferences : evidence from consumer migration

Bronnenberg, Bart J.; Dube, Jean-Pierre H.; Gentzkow, … - 2010

Persistent link: https://www.econbiz.de/10008991105

The evolution of brand preferences : evidence from consumer migration

Bronnenberg, Bart J.; Dubé, Jean-Pierre H.; Gentzkow, … - In: The American economic review 102 (2012) 6, pp. 2472-2508

Persistent link: https://www.econbiz.de/10009710995

The Evolution of Brand Preferences : Evidence from Consumer Migration

Bronnenberg, Bart J. - 2010

We study the long-run evolution of brand preferences, using new data on consumers' life histories and purchases of consumer packaged goods. Variation in where consumers have lived in the past allows us to isolate the causal effect of past experiences on current purchases, holding constant...

Persistent link: https://www.econbiz.de/10012462389

The Evolution of Brand Preferences : Evidence from Consumer Migration

Bronnenberg, Bart J. - 2010

Persistent link: https://www.econbiz.de/10013139281

Marketing investment and intangible brand capital

Bronnenberg, Bart J.; Dubé, Jean-Pierre; Syverson, Chad - 2022

Persistent link: https://www.econbiz.de/10013260232

Marketing investment and intangible brand capital

Bronnenberg, Bart J.; Dubé, Jean-Pierre; Syverson, Chad - In: The journal of economic perspectives : a journal of the … 36 (2022) 3, pp. 53-74

Persistent link: https://www.econbiz.de/10014227391

Intangible Marketing Capital

Bronnenberg, Bart J.; Dubé, Jean-Pierre H.; Syverson, Chad - National Bureau of Economic Research - 2022

We present several empirical facts about trends in marketing investment in the US. We also present estimates of the … private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing …

Persistent link: https://www.econbiz.de/10013334364