Using a random coefficient discrete choice model, this paper distinguishes between sales and excise taxes and compares their effectiveness on reducing carbonated soft drink (CSD) consumption. Estimation results show that the magnitude of tax elasticity of demand is much smaller than own price...

This study examines how brand values of different carbonated soft drink (CSD) products change over time and how advertising and social media exposure contribute to brand building. The model consists of two stages. In the first stage, we adopt a structural approach to estimate the brand equities...