Brand History, Geography, and the Persistence of Brand Shares
发现美国50个大城市的34个消费品行业中，品牌在其历史起源地附近的市场份额更高，且早期进入效应显著影响当前市场份额和感知质量。
We document evidence of a persistent "early entry" advantage for brands in 34 consumer packaged goods industries across the 50 largest U.S. cities. Current market shares are higher in markets closest to a brand's historic city of origin than in those farthest. For six industries, we know the order of entry among the top brands in each of the markets. We find an early entry effect on a brand's current market share and perceived quality across U.S. cities. The magnitude of this effect typically drives the rank order of market shares and perceived quality levels across cities. (c) 2009 by The University of Chicago. All rights reserved.