ADVERTISING AND INTRAINDUSTRY BRAND SHIFT IN THE U.S. BREWING INDUSTRY

The brewing industry has constituted a focus of interest in industrialorganization economics since World War II, due to its rapidly increasing concentration, possibly large plant-level scale economies, and marked product differentiation accompanied by relatively high firm advertising intensities. Scherer [ 19, p. 1 10] wrote concerning the dramatic postwar structural change which has characterized this industry:

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