Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical re
Category characteristics survey for the IRI Marketing Science dataset (Bronnenberg, Kruger, and Mela 2008), collected by Datta, Ailawadi, and Van Heerde (2017) on Amazon Mechanical Turk (May 2016) to