Brand History, Geography, and the Persistence of Brand Shares
Bibliographic Data
| ID | 10174653 |
|---|---|
| Authors | Bart J Bronnenberg (0000-0003-2947-5192, Tilburg University), Sandipan Dhar (0000-0002-9304-2212, University of Chicago), Sanjay K Dhar, Jean‐Pierre Dubé (0000-0002-6488-9158, University of Chicago), Jean‐Pierre H Dubé |
| Year | 2009 |
| Volume | 117 |
| Issue | 1 |
| Pages | 87-115 |
| Publication date | 2009-02-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Political Economy (JOURNAL) |
| Journal identifiers | ISSN: 0022-3808 • E-ISSN: 1537-534X |
| Publisher | University of Chicago Press (PUBLISHER • US) |
| DOI | 10.1086/597301 |
| OpenAlex | W2086063580 |
| Language | EN |
| Citations received | 3 |
| References cited | 25 |
We document evidence of a persistent "early entry" advantage for brands in 34 consumer packaged goods industries across the 50 largest U.S. cities. Current market shares are higher in markets closest to a brand's historic city of origin than in those farthest. For six industries, we know the order of entry among the top brands in each of the markets. We find an early entry effect on a brand's current market share and perceived quality across U.S. cities. The magnitude of this effect typically drives the rank order of market shares and perceived quality levels across cities. (c) 2009 by The University of Chicago. All rights reserved
Advertising · Brand names · Business · Mail order · Market share · Order (exchange · Quality (philosophy · Rank (graph theory · Consumer Market Behavior and Pricing · Economic and Environmental Valuation · Economics of Agriculture and Food Markets · Marketing
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,27 |
| Citation span | 2015 - 2023 (9) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 3 |