Bronnenberg, Bart J.; Dhar, Sanjay K.; Dubé, Jean-Pierre - 2005
firms can improve brand perceptions through advertising investments, as in Sutton's endogenous sunk cost theory. In the data … distribution of entry is found to account for the levels, rank-orders and covariation in the geographic distribution of brand … shares, perceived brand qualities and advertising effort. Interestingly, alternative potential sources of geographic …
