Article2022

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

Bart J. Bronnenberg · Jean‐Pierre Dubé · Joonhwi Joo

30 citations0/0 files storedMarketing Science

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Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification Wine Industry and Tourism

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.

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1976The Economic Approach to Human Behavior 1988A Theory of Rational Addiction 1995Markov-Perfect Industry Dynamics: A Framework for Empirical Work 1991Entry and Competition in Concentrated Markets 2000Chapter 7 The human capital model 1992Sunk Costs and Market Structure: Price Competition, Advertising and the Evolution of Concentration.1998Empirical Implications of Alternative Models of Firm Dynamics 1987Product Differentiation and Industrial Structure

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2025Meanings and values of the craft market: An integrated perspective through service‐dominant logic

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