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

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

suggest that misinformation and related consumer mistakes explain a sizable share of the brand premium for health products …

their preferences for particular characteristics, and may initially choose the most familiar brand. In the second phase … brand or exit the market. Firms could target price discounts for each phase, either to encourage experimentation (pay …, and coupon offers of 15 brands from 1995 to 2007 and individual-level data on brand choices from 1995 to 2004 to explore …

branding. A key theoretical prediction is that emerging markets can be self-corrective with respect to counterfeiting issues in …

In this paper I provide a theory for brand-protection strategies to reduce counterfeiting under weak intellectual …

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 …