Millennials and the Takeoff of Craft Brands: Preference Formation in the U.S. Beer Industry-Reference-Cited by-同舟云学术

Millennials and the Takeoff of Craft Brands: Preference Formation in the U.S. Beer Industry

Published:2022-07 Issue:4 Volume:41 Page:710-732
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Bronnenberg Bart¹²^ORCID,Dubé Jean-Pierre³⁴^ORCID,Joo Joonhwi⁵^ORCID

Affiliation:

1. CentER, Tilburg University, 5037 AB Tilburg, Netherlands;

2. Centre for Economic and Policy Research, London EC1V 0DX, United Kingdom;

3. Booth School of Business, University of Chicago, Chicago, Illinois 60637;

4. National Bureau of Economic Research, Cambridge, Massachusetts 02138;

5. Naveen Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080

Abstract

Differences in consumption capital across generations account for most of the craft beer share gap between millennials and baby boomers, not differences in intrinsic preferences.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

Link

https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2022.1371

Reference31 articles.

1. Markets: Beer in Germany and the United States

2. Efficiencies brewed: pricing and consolidation in the US beer industry

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