marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 … data, (ii) monthly advertising data, (iii) data on the general economic conditions, and (iv) consumer survey data …, implying smaller brand loyalty. Advertising elasticities, however, do not seem to be affected by economic downturns. Product …

Based on an extensive review of research on advertising in a recession, the authors identify over 40 related studies …: 1) Sensitivity of advertising expenditures to the economy; 2) Sensitivity of brand versus private label share to … economic expansions and contractions; 3) Impact of advertising in a recession to sales or market share during or after a …