Empirical Analysis of Brands : A Survey
Empirical Analysis of Brands : A Survey
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品牌实证分析：调查
DOI：
10.1111/jere.12187
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发表时间：
2018
影响因子：
1.2
通讯作者：
Kazuko Nakata
中科院分区：
文献类型：
--
作者：
Hitoshi Hayakawa;Susumu Imai;Kazuko Nakata
在本文中，我们对品牌进行了实证分析。这一研究领域的困难在于，尽管品牌很容易识别，但其经济作用却无法直接观察到。我们首先讨论将品牌影响作为产品销售或价格的不可观察组成部分来衡量的方法，研究人员将其恢复为销售或价格回归的残差。然后，我们描述了估计品牌各种角色的方法，例如提供信息和增加消费效用。最后，我们提供了研究示例，强调了品牌在利用消费者的非理性获取利润方面的作用。
In this paper, we survey the empirical analysis of brands. The difficulty in this area of research is that even though a brand is easily identifiable, its economic roles are not directly observable. We first discuss methods where the effect of a brand is measured as the unobservable component of sales or price of a product, which researchers recover as a residual of the sales or price regression. We then describe the approaches to estimate the various roles of brands, such as providing information and increasing the utility of consumption. Finally, we provide examples of research that highlight the role of brands in exploiting the irrationality of consumers for profit.