The Evolution of Brand Preferences: Evidence from Consumer Migration
The Evolution of Brand Preferences: Evidence from Consumer Migration
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DOI：
10.1257/aer.102.6.2472
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发表时间：
2012-10-01
影响因子：
10.7
通讯作者：
Gentzkow, Matthew
中科院分区：
文献类型：
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作者：
Bronnenberg, Bart J.;Dube, Jean-Pierre H.;Gentzkow, Matthew
我们利用消费者生活史和消费品购买的新数据来研究品牌偏好的长期演变。消费者过去居住地的变化使我们能够隔离过去的经历对当前购买的因果影响，同时保持不变的同期供应方因素。我们表明，品牌偏好是内生形成的，具有高度持久性，并解释了 40% 的市场份额地理差异。反事实表明，品牌偏好为现有企业创造了巨大的进入壁垒和持久的优势，并且可以解释先发优势长期持续存在的原因。 (JEL D12、L11、M31、M37)
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 contemporaneous supply-side factors. We show that brand preferences form endogenously, are highly persistent, and explain 40 percent of geographic variation in market shares. Counterfactuals suggest that brand preferences create large entry barriers and durable advantages for incumbent firms and can explain the persistence of early-mover advantage over long periods. (JEL D12, L11, M31, M37)