Journal
JOURNAL OF MARKETING RESEARCH
Volume 44, Issue 1, Pages 4-13Publisher
AMER MARKETING ASSOC
DOI: 10.1509/jmkr.44.1.4
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The authors document several striking general geographic patterns in the performance of national brands using a large longitudinal scanner database that spans many consumer packaged goods categories and U.S. regional markets. Across markets, they observe that for a typical national brand, the geographic variation in market shares, perceived quality levels, and local dominance is so large that it questions the concept and relevance of a national brand. Across time, the authors find that the geographic differences in market shares for national brands are persistent and thus are attributed to long-term outcomes. The objective of this article is to open a discussion on these surprising stylized findings related to geography in the food and beverage industries. The authors argue that geographically indexed consumer packaged goods data contain rich information about long-term marketing outcomes that offer several new directions for further research.
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