Replication data for: The Evolution of Brand Preferences: Evidence from Consumer Migration

Principal Investigator(s):  View help for Principal Investigator(s) Bart J. Bronnenberg; Jean-Pierre H. Dubé; Matthew Gentzkow

Version:  View help for Version V1

Name File Type Size Last Modified
  Brands--CCA- 10/27/2021 09:37:AM
  Brands--Descriptive- 10/27/2021 09:37:AM
  Brands--First-Stage- 10/27/2021 09:37:AM
  Brands--IRI-Elasticities- 10/27/2021 09:37:AM
  Brands--Structural- 10/27/2021 09:37:AM
readme.pdf application/pdf 31 KB 10/11/2019 01:50:PM

Project Description

Summary:  View help for Summary 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)

Scope of Project

Subject Terms:  View help for Subject Terms [mover, brand preferences, migration, brand]
JEL Classification:  View help for JEL Classification
      D12 Consumer Economics: Empirical Analysis
      L11 Production, Pricing, and Market Structure; Size Distribution of Firms
      M31 Marketing
      M37 Advertising
Geographic Coverage:  View help for Geographic Coverage United States
Data Type(s):  View help for Data Type(s) program source code
Collection Notes:  View help for Collection Notes Data from this paper are proprietary. Archive contains source code to replicate the results in the paper once the user has obtained access to the proprietary data.


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V1 [2019-10-11]

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