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Brand History, Geography, and the Persistence of Brand Shares

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  • Bart J. Bronnenberg
  • Sanjay K. Dhar
  • Jean-Pierre H. Dubé

Abstract

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.

Suggested Citation

  • Bart J. Bronnenberg & Sanjay K. Dhar & Jean-Pierre H. Dubé, 2009. "Brand History, Geography, and the Persistence of Brand Shares," Journal of Political Economy, University of Chicago Press, vol. 117(1), pages 87-115, February.
  • Handle: RePEc:ucp:jpolec:v:117:y:2009:i:1:p:87-115
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    2. Son, Jungmin & Kim, Jikyung (Jeanne) & Choi, Jeonghye & Kim, Mingyung, 2017. "Linking online niche sales to offline brand conditions," Journal of Business Research, Elsevier, vol. 70(C), pages 74-84.
    3. Szymanowski, M.G., 2009. "Consumption-based learning about brand quality : Essays on how private labels share and borrow reputation," Other publications TiSEM b12825d8-5e21-4437-adda-b, Tilburg University, School of Economics and Management.
    4. Thomas W. Quan & Kevin R. Williams, 2016. "Product Variety, Across-Market Demand Heterogeneity, and the Value of Online Retail," Cowles Foundation Discussion Papers 2054, Cowles Foundation for Research in Economics, Yale University.
    5. Volpe III, Rickard James, 2014. "National Brands, Private Labels, and Food Price Inflation," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(04), November.
    6. Bart Bronnenberg & Sanjay Dhar & Jean-Pierre Dubé, 2011. "Endogenous sunk costs and the geographic differences in the market structures of CPG categories," Quantitative Marketing and Economics (QME), Springer, vol. 9(1), pages 1-23, March.
    7. Ron Shachar & Tülin Erdem & Keisha M. Cutright & Gavan J. Fitzsimons, 2011. "Brands: The Opiate of the Nonreligious Masses?," Marketing Science, INFORMS, vol. 30(1), pages 92-110, 01-02.
    8. Jay Pil Choi & Seung-Hyun Hong & Seonghoon Jeon, 2013. "Local Identity and Persistent Leadership in Market Share Dynamics: Evidence from Deregulation in the Korean Soju Industry," Korean Economic Review, Korean Economic Association, vol. 29, pages 267-304.
    9. Peter C. Reiss, 2011. "Structural Workshop Paper --Descriptive, Structural, and Experimental Empirical Methods in Marketing Research," Marketing Science, INFORMS, vol. 30(6), pages 950-964, November.
    10. repec:eee:inecon:v:110:y:2018:i:c:p:135-150 is not listed on IDEAS
    11. Cosar, Kerem & Grieco, Paul L. E. & Li, Shengyu & Tintelnot, Felix, 2015. "What Drives Home Market Advantage?," CEPR Discussion Papers 10852, C.E.P.R. Discussion Papers.
    12. Nathan Yang, 2011. "An Empirical Model of Industry Dynamics with Common Uncertainty and Learning from the Actions of Competitors," Working Papers 11-16, NET Institute.
    13. G. de Jong & C.L. Behrens & H. van Herk & E.T. Verhoef, 2017. "Domestic Market Power in the International Airline Industry," Tinbergen Institute Discussion Papers 17-009/VIII, Tinbergen Institute, revised 20 Mar 2018.
    14. Mongey, Simon, 2017. "Market Structure and Monetary Non-neutrality," Staff Report 558, Federal Reserve Bank of Minneapolis.
    15. Nishida, Mitsukuni, 2016. "First-Mover Advantage through Distribution: A Decomposition Approach," HIT-REFINED Working Paper Series 42, Institute of Economic Research, Hitotsubashi University.
    16. Arthur Fishman & Ziv Hellman & Avi Weiss, 2016. "Investing in Long-Term Customer Relationships," Working Papers 2016-07, Bar-Ilan University, Department of Economics.
    17. Chen, Chia-Wen, 2014. "Estimating the foreclosure effect of exclusive dealing: Evidence from the entry of specialty beer producers," International Journal of Industrial Organization, Elsevier, vol. 37(C), pages 47-64.
    18. Oliver J. Rutz & Garrett P. Sonnier, 2011. "The Evolution of Internal Market Structure," Marketing Science, INFORMS, vol. 30(2), pages 274-289, 03-04.
    19. Larkin, Yelena, 2013. "Brand perception, cash flow stability, and financial policy," Journal of Financial Economics, Elsevier, vol. 110(1), pages 232-253.
    20. Dawes, John, 2014. "Cigarette brand loyalty and purchase patterns: An examination using US consumer panel data," Journal of Business Research, Elsevier, vol. 67(9), pages 1933-1943.
    21. Mitsukuni Nishida & Nathan Yang, 2014. "Better Together? Retail Chain Performance Dynamics in Store Expansion Before and After Mergers," Working Papers 14-08, NET Institute.
    22. Carl F. Mela, 2011. "Structural Workshop Paper --Data Selection and Procurement," Marketing Science, INFORMS, vol. 30(6), pages 965-976, November.
    23. Antonelli Cristiano & Crespi, Francesco & Scellato, Giuseppe, 2013. "Path Dependent Patterns of Persistence in Productivity Growth," Department of Economics and Statistics Cognetti de Martiis LEI & BRICK - Laboratory of Economics of Innovation "Franco Momigliano", Bureau of Research in Innovation, Complexity and Knowledge, Collegio 201310, University of Turin.
    24. Thompson, Ann-Marie K., 2010. "Golder's historical method in research in marketing," Journal of Business Research, Elsevier, vol. 63(12), pages 1269-1272, December.
    25. Nurski, Laura & Verboven, Frank, 2014. "Incumbency advantages, distribution networks and exclusivity — Evidence from the European car markets," International Journal of Industrial Organization, Elsevier, vol. 34(C), pages 75-79.

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