. 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 …

private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments … include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation … outlays. Finally, we explore the welfare implications of investments in brand capital …

We exploit a quasi-experiment created when New York State began in 2011 to tax cigarettes sold on Native American … 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 …

typically assumed ad-hoc in customer market and brand switching cost models. A central result of the paper is that deep habits …

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

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

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 …