Empirical Analysis of Brands: A Survey

IF 1.5 4区经济学 Q2 ECONOMICS

Japanese Economic Review Pub Date : 2018-07-02 DOI:10.1111/jere.12187

Hitoshi Hayakawa, Susumu Imai, Kazuko Nakata

引用次数: 1

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.

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品牌实证分析:一项调查

在本文中，我们调查了品牌的实证分析。这一研究领域的难点在于，尽管一个品牌很容易识别，但它的经济作用却不能直接观察到。我们首先讨论的方法是，品牌的影响是衡量一个产品的销售或价格的不可观察的组成部分，研究人员恢复作为销售或价格回归的残余。然后，我们描述了估计品牌的各种作用的方法，如提供信息和增加消费的效用。最后，我们提供了一些研究的例子，这些研究突出了品牌在利用消费者的非理性行为来获取利润方面的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Japanese Economic Review ECONOMICS-

CiteScore

2.70

自引率

0.00%

发文量

期刊介绍： Started in 1950 by a group of leading Japanese economists under the title The Economic Studies Quarterly, the journal became the official publication of the Japanese Economic Association in 1959. As its successor, The Japanese Economic Review has become the Japanese counterpart of The American Economic Review, publishing substantial economic analysis of the highest quality across the whole field of economics from researchers both within and outside Japan. It also welcomes innovative and thought-provoking contributions with strong relevance to real economic issues, whether political, theoretical or policy-oriented.