Empirical Analysis of Brands: A Survey

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research 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.

查看原文本刊更多论文

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。

求助全文

约1分钟内获得全文求助全文

来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.