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- W2906912406 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 how 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." @default.
- W2906912406 created "2019-01-11" @default.
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- W2906912406 date "2016-09-01" @default.
- W2906912406 modified "2023-09-27" @default.
- W2906912406 title "The Formation of Consumer Brand Preferences" @default.
- W2906912406 doi "https://doi.org/10.3386/w22691" @default.
- W2906912406 hasPublicationYear "2016" @default.
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