The Formation of Consumer Brand Preferences

49 Pages Posted: 3 Oct 2016

See all articles by Bart J. Bronnenberg

Bart J. Bronnenberg

Tilburg University, CentER

Jean-Pierre Dubé

University of Chicago - Booth School of Business; National Bureau of Economic Research (NBER); Marketing Science Institute (MSI)

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Date Written: September 2016


Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude and persistence of brand market shares in consumer goods categories. We then survey the theoretical and empirical literatures on the formation of brand preferences and how brand preferences contribute to our understanding of these empirical regularities. We also review the literature on how brand capital creates strategic advantages to firms that own established brands.

Suggested Citation

Bronnenberg, Bart J. and Dube, Jean-Pierre H., The Formation of Consumer Brand Preferences (September 2016). NBER Working Paper No. w22691, Available at SSRN:

Bart J. Bronnenberg (Contact Author)

Tilburg University, CentER ( email )

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Jean-Pierre H. Dube

University of Chicago - Booth School of Business ( email )

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National Bureau of Economic Research (NBER) ( email )

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Marketing Science Institute (MSI) ( email )

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