Working Paper: CEPR ID: DP17372
Authors: Bart Bronnenberg; Jean-Pierre Dube; Chad Syverson
Abstract: In this article, we discuss many aspects of the concept, measurement, creation, and macro and micro consequences of marketing investments and the intangible capital they create.
Keywords: No keywords provided
JEL Codes: E22; M30; M31
Edges that are evidenced by causal inference methods are in orange, and the rest are in light blue.
| Cause | Effect |
|---|---|
| Marketing investments (G11) | Intangible brand capital (O34) |
| Intangible brand capital (O34) | Profitability (L21) |
| Intangible brand capital (O34) | Market power (L11) |
| Increased marketing expenditures (M31) | Higher consumer awareness and loyalty (D18) |
| Higher consumer awareness and loyalty (D18) | Increased sales (M31) |
| Increased sales (M31) | Increased market share (D49) |
| Intangible brand capital (O34) | Consumer behavior (D19) |
| Advertising elasticity of demand (D12) | Effects of brand capital on consumer behavior (D12) |
| Strategic interactions among firms (L13) | Escalated marketing investments (M31) |
| Escalated marketing investments (M31) | Barriers to entry for new competitors (D43) |