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Empirical Analysis of Brands: A Survey

Author

Listed:
  • Hitoshi Hayakawa

    (Hokkaido University)

  • Susumu Imai

    (Hokkaido University)

  • Kazuko Nakata

    (Setsunan University)

Abstract

In this paper, we survey the empirical analysis of brands. The difficulty in this area of research is that even though a brand is easily identifiable, its economic roles are not directly observable. We first discuss methods where the effect of a brand is measured as the unobservable component of sales or price of a product, which researchers recover as a residual of the sales or price regression. We then describe the approaches to estimate the various roles of brands, such as providing information and increasing the utility of consumption. Finally, we provide examples of research that highlight the role of brands in exploiting the irrationality of consumers for profit.

Suggested Citation

  • Hitoshi Hayakawa & Susumu Imai & Kazuko Nakata, 2018. "Empirical Analysis of Brands: A Survey," The Japanese Economic Review, Springer, vol. 69(3), pages 324-339, September.
    • Handle: RePEc:spr:jecrev:v:69:y:2018:i:3:d:10.1111_jere.12187
    DOI: 10.1111/jere.12187
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    L11; L13; M31; M37;
    All these keywords.

    JEL classification:

    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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