. Conspicuous characteristics fulfilled many of the functions that patents, trademarks, and brand names do today. The words that … referred to products with conspicuous characteristics served as brand names in the Middle Ages. Data drawn from an array of …

. Recent studies sponsored by the American Association of Retired Persons focus only on brand prices and ignore substitution to …

advertising. Heterogeneity in brand preferences explains 40 percent of geographic variation in market shares. These preferences …We study the long-run evolution of brand preferences, using new data on consumers' life histories and purchases of … years in the past still exerting a significant effect on current consumption. Counterfactuals suggest that brand preferences …

private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing …We present several empirical facts about trends in marketing investment in the US. We also present estimates of the … private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments …

Reservations. The regime change represents a unique opportunity to quantify brand loyalty because it almost doubled the price of … premium-brand cigarettes, while Native brands were still untaxed. We use data from two different sources--the New York State … three-quarters remained brand loyal …

retailer's decision whether to carry an additional national brand or a store brand, and if the retailer chooses to introduce … the latter, where in product space to locate the store brand. Store brands differ from other brands in being both … store brand in a given category. We control for other motivations for carrying a store brand that have been used in the …

the trademark law shaped firm dynamics on all sides of trademark conflicts. The law spurred growth and brand investment …

entry brand, and by improving consumer perception for parts of the platform. In the meantime, flagship entry cannibalizes … the sales of same-brand sellers, while other brands may gain as the buyer base expands on the platform … hurts existing sellers of the entry brand. On average, the effect on consumer welfare is more positive if the flagship entry …