The Formation of Consumer Brand Preferences
总结了消费品行业中品牌市场份额的集中度、规模和持久性等经验规律，并综述了品牌偏好形成的理论与实证研究，以及品牌资本如何为企业创造战略优势。
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 the ways in which 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.