| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w30145 |
| 来源ID | Working Paper 30145 |
| Intangible Marketing Capital | |
| Bart Bronnenberg; Jean-Pierre H. Dubé; Chad Syverson | |
| 发表日期 | 2022-06-13 |
| 出版年 | 2022 |
| 语种 | 英语 |
| 摘要 | We present several empirical facts about trends in marketing investment in the US. We also present estimates of the private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation, image, etc.), along with the investments in the labor force used to manage and oversee the branding. We then discuss the private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing outlays. Finally, we explore the welfare implications of investments in brand capital. |
| 主题 | Microeconomics ; Households and Firms ; Market Structure and Distribution ; Industrial Organization ; Market Structure and Firm Performance ; Other ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w30145 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/587817 |
| 推荐引用方式 GB/T 7714 | Bart Bronnenberg,Jean-Pierre H. Dubé,Chad Syverson. Intangible Marketing Capital. 2022. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w30145.pdf（468KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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