Lopez, Rigoberto A.; Liu, Yizao; Zhu, Chen - Agricultural and Applied Economics Association - AAEA - 2012
-competitive role in this market. Further results show that brand spillover effects are significant and that measuring advertising with …This study examines the effects of television advertising on consumer demand for carbonated soft drinks using a random … coefficients logit model (BLP) with household and advertising data from seven U.S. cities over a three year period. We find that …