Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising effects materialize, and the role of competitive...

Demonstrations of marketing effectiveness currently proceed on two parallel tracks: quantitative researchers model the direct sales effects of the marketing mix, while advertising and branding experts trace customer mindset metrics like awareness and affect. We merge the two tracks and analyze...