Measuring and Understanding Brand Value in a Dynamic Model of Brand Management
Published Online:11 May 2017https://doi.org/10.1287/mksc.2016.1020
References
- (1993) Brand Equity and Advertising (Lawrence Erlbaum, Hillsdale, NJ).Google Scholar
- (2003) Revenue premium as an outcome measure of brand equity. J. Marketing 67(4):1–17.Crossref, Google Scholar
- (2008) Building brands. Marketing Sci. 27(6):1036–1054.Link, Google Scholar
- (2007) The economic analysis of advertising. Armstrong M, Porter R, eds. Handbook of Industrial Organization, Vol. 3 (North-Holland, Amsterdam), 1701–1844.Google Scholar
- (1989) Accounting for Brands (London Business School, London).Google Scholar
- (2017) The timing of version releases: A dynamic duopoly model. Quant. Marketing Econom. Forthcoming.Crossref, Google Scholar
- (2010) A user’s guide to solving dynamic stochastic games using the homotopy method. Oper. Res. 58(4):1116–1132.Link, Google Scholar
- (2012) A dynamic quality ladder duopoly with entry and exit: Exploring the equilibrium correspondence using the homotopy method. Quant. Marketing Econom. 10(2):197–229.Crossref, Google Scholar
- (2007) Consumer packaged goods in the United States: National brands, local branding. J. Marketing Res. 44:4–13.Crossref, Google Scholar
- (2008) The IRI academic data set. Marketing Sci. 27(4):745–748.Link, Google Scholar
- (2008) The man buried in a Pringles can. TIME (June 4). http://content.time.com/time/business/article/0,8599,1811730,00.html.Google Scholar
- (1991) Aggregation and imperfect competition: On the existence of equilibrium. Econometrica 59(1):26–59.Crossref, Google Scholar
- (1992) An empirical investigation of advertising strategies in a dynamic duopoly. Management Sci. 38(9):1230–1244.Link, Google Scholar
- (2009) The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Quant. Marketing Econom. 7:207–236.Crossref, Google Scholar
- (2012) Kellogg to buy Procter & Gamble’s Pringles group. New York Times (February 15). https://dealbook.nytimes.com/2012/02/15/kellogg-to-buy-procter-gambles-pringles-group/?_r=0.Google Scholar
- (1994) Investment Under Uncertainty (Princeton University Press, Princeton, NJ).Crossref, Google Scholar
- (2006) Goodwill and dynamic advertising strategies. Quant. Marketing Econom. 4(1):5–29.Crossref, Google Scholar
- (2007) Advertising dynamics and competitive advantage. RAND J. Econom. 38(3):1–36.Google Scholar
- (2010) Computable Markov-perfect industry dynamics. RAND J. Econom. 41(2):215–243.Crossref, Google Scholar
- (2005) Differences in dynamic brand competition across markets: An empirical analysis. Marketing Sci. 24(1):81–95.Link, Google Scholar
- (2005) An empirical model of advertising dynamics. Quant. Marketing Econom. 3:107–144.Crossref, Google Scholar
- (2008) A dynamic model of brand choice when price and advertising signal product quality. Marketing Sci. 27(6):1111–1125.Link, Google Scholar
- (1995) Markov-perfect industry dynamics: A framework for empirical work. Rev. Econom. Stud. 62:53–82.Crossref, Google Scholar
- (2009) A conjoint approach for consumer- and firm-level brand valuation. J. Marketing Res. 46:846–862.Crossref, Google Scholar
- (2007) Valuing brand assets: A cost-effective and easy-to-implement measurement approach. MSI Reports 7(2):25–50.Google Scholar
- (2011) Does AMD spur Intel to innovate more? J. Political Econom. 119(6):1141–1200.Crossref, Google Scholar
- (2014) Competition and product innovation in dynamic oligopoly. Quant. Marketing Econom. 12(1):1–42.Crossref, Google Scholar
- (2009) Measuring brand value in an equilibrium framework. Marketing Sci. 28(1):69–86.Link, Google Scholar
- (1997) Dynamic equilibrium in the hospital industry. J. Econom. Management Strategy 6(1):45–74.Crossref, Google Scholar
- (2003) Simulated minimum distance estimation of a model of optimal commodity price speculation with endogenously sampled prices. Working paper, Yale University, New Haven, CT.Google Scholar
- (1992) Product quality, attributes and brand name as determinants of price: The case of consumer electronics. Marketing Lett. 3:71–83.Crossref, Google Scholar
- (1977) An empirical analysis of the optimal advertising policy. Marketing Sci. 23(10):1037–1049.Abstract, Google Scholar
- (2017) Estimating the innovator’s dilemma: Structural analysis of creative destruction in the hard disk drive industry, 1981–1998. J. Political Econom. 125(3):798–847Crossref, Google Scholar
- (1993) Measuring brand value with scanner data. Internat. J. Res. Marketing 10:9–22.Crossref, Google Scholar
- (2008) Strategic Brand Management, 3rd ed. (Prentice Hall, Upper Saddle River, NJ).Google Scholar
- (2005) Market structure and endogenous productivity growth: How do R&D subsidies affect market structure? J. Econom. Dynam. Control 29:187–223.Crossref, Google Scholar
- (2011) The dynamics of innovation and horizontal differentiation. J. Econom. Dynam. Control 35(6):825–842.Crossref, Google Scholar
- (1962) Optimal advertising policy under dynamic considerations. Economica 29(114):129–142.Crossref, Google Scholar
- (2001) Measuring market power in the ready-to-eat cereal industry. Econometrica 2:307–342.Crossref, Google Scholar
- (1994) Computing Markov-perfect Nash equilibria: Numerical implications of a dynamic differentiated product model. RAND J. Econom. 25(4):555–589.Crossref, Google Scholar
- (1974) Hedonic prices and implicit markets: Product differentiation in pure competition. J. Political Econom. 82:34–55.Crossref, Google Scholar
- (2009) The International Brand Valuation Manual (John Wiley & Sons, Ltd, Chichester, UK).Google Scholar
- (2006) The timing of new technology adoption: The case of MRI. Working paper, University of Vienna, Vienna.Google Scholar
- (1993) The measurement and determinants of brand equity: A financial approach. Marketing Sci. 12(1):28–52.Link, Google Scholar
- (1997) Surprising robustness of the self-explicated approach to customer preference structure measurement. J. Marketing Res. 34(2):286–291.Crossref, Google Scholar
- (2005) An approach to the measurement, analysis, and prediction of brand equity and its sources. Management Sci. 51(10):1433–1448.Link, Google Scholar
- (2007) Optimal advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. Management Sci. 53(1):46–60.Link, Google Scholar
- (2012) Constrained optimization approaches to estimation of structural models. Econometrica 80(5):2213–2230.Crossref, Google Scholar
- (2001) Structural analysis of manufacturer pricing in the presence of a strategic retailer. Marketing Sci. 20(3):244–264.Link, Google Scholar
- (1993) The equalization price: A measure of consumer-perceived brand equity. Internat. J. Res. Marketing 10(1):23–45.Crossref, Google Scholar
- (2015) Estimating a war of attrition: The case of the U.S. movie theater industry. Amer. Econom. Rev. 105(7):2204–2241.Crossref, Google Scholar
- (1988) Advertising exposure, loyalty, and brand purchase: A two-stage model of choice. J. Marketing Res. 25(2):134–144.Crossref, Google Scholar

