Replication data for: The Evolution of Brand Preferences: Evidence from Consumer Migration

Principal Investigator(s): View help for Principal Investigator(s) Bart J. Bronnenberg; Jean-Pierre H. Dubé; Matthew Gentzkow

Version: View help for Version V1

Name	File Type	Size	Last Modified
bronnenberg_dube_gentzkow_data			10/27/2021 09:38:AM
LICENSE.txt	text/plain	14.6 KB	10/11/2019 01:50:PM

Project Citation:

Bronnenberg, Bart J., Dubé, Jean-Pierre H., and Gentzkow, Matthew. Replication data for: The Evolution of Brand Preferences: Evidence from Consumer Migration. Nashville, TN: American Economic Association [publisher], 2012. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2019-10-11. https://doi.org/10.3886/E112553V1

Project Description

Summary: We study the long-run evolution of brand preferences, using new data on consumers' life histories and purchases of consumer packaged goods. Variation in where consumers have lived in the past allows us to isolate the causal effect of past experiences on current purchases, holding constant contemporaneous supply-side factors. We show that brand preferences form endogenously, are highly persistent, and explain 40 percent of geographic variation in market shares. Counterfactuals suggest that brand preferences create large entry barriers and durable advantages for incumbent firms and can explain the persistence of early-mover advantage over long periods. (JEL D12, L11, M31, M37)

Scope of Project

Subject Terms: mover; brand preferences; migration; brand

JEL Classification:
      D12 Consumer Economics: Empirical Analysis
      L11 Production, Pricing, and Market Structure; Size Distribution of Firms
      M31 Marketing
      M37 Advertising

Geographic Coverage: United States

Data Type(s): program source code

Collection Notes: Data from this paper are proprietary. Archive contains source code to replicate the results in the paper once the user has obtained access to the proprietary data.

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V1 [2019-10-11]

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