Purpose – The purpose of this paper is to examine the impacts of advertising expenditure on brands' market shares, utilizing a novel four‐week advertising‐sales data from the highly competitive oligopolistic Finnish beer market in which price competition among the homogeneous larger‐type...

Purpose – Previous studies have indicated that antismoking advertising potentially prevents or reduces smoking among teenagers. However, not all message themes of antismoking advertising have proved effective. This study aims to explore the effects of different message themes on teenagers'...