DP17372 Marketing Investment and Intangible Brand Capital

Author(s): Bart Bronnenberg, Jean-Pierre Dube, Chad Syverson
Publication Date: June 2022
Keyword(s):
JEL(s): E22, M30, M31
Programme Areas: Industrial Organization
Link to this Page: cepr.org/active/publications/discussion_papers/dp.php?dpno=17372

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.