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

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 …

merchandise of similar quality suggests that they value the prestige, or status, associated with brand-name trademarks … with a given label. But counterfeits allow consumers to unbundle the status and quality attributes of the brand …

Investments in brand provide one method for vendors to become known and convince potential customers that vendors will … their commitments can serve a similar function and may undermine investments in brand. This study uses a 13-month panel … whether information use undermines brand. We find that individuals who take up using price comparison sites reduce their …

branded equivalent, while the retailer's margin on the national brand is an upper bound on the retailer's marginal handling … cost for both the brand and private label versions. We find that lower bounds on the 'full' markup ratio range from 3 …