This paper examines the spillover effects of television brand advertising on consumer demand for carbonated soft drinks … using a nested logit model and household purchase and advertising data from nine U.S. cities over a three year period …. Spillover effects are modeled using the conventional linear advertising production function with brand and company advertising …

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 … advertising decreases the price elasticity of demand, indicating that advertising plays predominantly a persuasive, therefore anti …

This research tests for causality between indexed retail pork revenues and pork advertising. Evidence was found of … feedback between revenues and total pork advertising, but not between revenues and generic advertising. In fact, generic … advertising was found to have no significant impact on indexed retail pork revenues. …

The effect of advertising on market performance has been a long-standing debate. Advertising that increases the … dispersion of consumers’ valuations for advertised goods raises the market power of firms, while advertising that decreases the …. Numerous challenges confound the empirical identification of advertising effects on market performance. This paper proposes a …

price, advertising, and promotion responsiveness segments. Ex post analysis of these segments finds significant demographic …

-specific heterogeneity. In the empirical application for milk purchase, we find that generic advertising increases the probability of market …