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Consumer packaged goods in the France: national brands, local branding

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Using data from 50 US markets, Bronnenberg, Dhar, and Dube (2007) observe that geographic variation is the predominant source of variation in national brand market shares. Moreover, this cross-sectional variation is much larger than cross-time variation. The authors extend this surprising and previously undocumented result in several respects. First, they seek to assess whether this result generalizes to other markets - in particular, to France. France is an especially desirable market to contrast with the US because more than one-third of its retail chains and the bulk of its advertising are nationally oriented. Second, similar to Bronnenberg, Dhar and Dube (2007), the authors find that market shares exhibit spatial dependence. Third, because of regional variation in chain locations and the limited research regarding the relative effect of chains on market shares, the authors link chain effects to market shares in France. Finally, by coupling brand-time effects with longer data, the authors note that brand-time effects are as large as brand-region effects in France.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Brands Market shares Retailing industry Regions studies Measures of variability Packaged goods
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data