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Marketing Investment and Intangible Brand Capital

Author

Listed:
  • Bronnenberg, Bart
  • Dube, Jean-Pierre
  • Syverson, Chad

Abstract

In this article, we discuss many aspects of the concept, measurement, creation, and macro and micro consequences of marketing investments and the intangible capital they create.

Suggested Citation

  • Bronnenberg, Bart & Dube, Jean-Pierre & Syverson, Chad, 2022. "Marketing Investment and Intangible Brand Capital," CEPR Discussion Papers 17372, C.E.P.R. Discussion Papers.
    • Handle: RePEc:cpr:ceprdp:17372
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    2. Rabinovich, Joel, 2023. "Tangible and intangible investments and sales growth of US firms," Structural Change and Economic Dynamics, Elsevier, vol. 66(C), pages 200-212.
    3. Oleksii Lyulyov & Tetyana Pimonenko & Alfonso Infante-Moro & Andrew Zimbroff & Yevheniia Ziabina, 2024. "The Role of Visual Branding in Driving Investment Attractiveness in the Digitalisation Era: Psychophysiological Data Analysis," Virtual Economics, The London Academy of Science and Business, vol. 7(4), pages 7-29, December.
    4. Joel M. David & François Gourio, 2023. "The Rise of Intangible Investment and the Transmission of Monetary Policy," Chicago Fed Letter, Federal Reserve Bank of Chicago, vol. 0, pages 1-8, August.
    5. Clapp, Jennifer & Vriezen, Rachael & Laila, Amar & Conti, Costanza & Gordon, Line & Hicks, Christina & Rao, Nitya, 2025. "Corporate concentration and power matter for agency in food systems," Food Policy, Elsevier, vol. 134(C).
    6. Rao, P.M. & Vinod, H.D., 2023. "Economic and financial performance of Indian IT services export firms," Telecommunications Policy, Elsevier, vol. 47(3).
    7. Fujisawa, Chieko, 2024. "Corporate strategies to exploit the social status created by advertising: quantity vs. price competition," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302462, International Telecommunications Society (ITS).
    8. María-Gabriela Montesdeoca-Calderón & Irene Gil-Saura & María-Eugenia Ruiz-Molina & Carlos Martín-Ríos, 2024. "Does Employee Training in Sustainable Practices and Food Waste Influence a Restaurant’s Level of Sustainability-Oriented Service Innovation (SOSI) and Brand Equity? Evidence-Based Research into the Ec," Sustainability, MDPI, vol. 16(22), pages 1-14, November.
    9. Yue Li & Chen Zou & Yongchun Huang & Anwei Wan, 2025. "Environmental Regulation, Green Innovation, and Corporate Brand Value," Sustainability, MDPI, vol. 17(8), pages 1-23, April.

    More about this item

    JEL classification:

    • E22 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Investment; Capital; Intangible Capital; Capacity
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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