Millennials and the takeoff of craft brands : preference formation in the U.S. beer industry
Bart Bronnenberg, Jean-Pierre Dubé, Joonhwi Joo
| Year of publication: |
2022
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|---|---|
| Authors: | Bronnenberg, Bart J. ; Dubé, Jean-Pierre ; Joo, Joonhwi |
| Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 41.2022, 4, p. 282-304
|
| Subject: | branding | consumption capital | craft beer | formation of preferences | market structure | Markenartikel | Brand | Bier | Beer | Konsumentenverhalten | Consumer behaviour | Marktstruktur | Market structure | USA | United States | Brauerei | Brewery | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2022.1371 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013363981