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Journal article
The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data
Quantitative marketing and economics, v 7(2), pp 207-236
01 Jun 2009
Abstract
We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising. Advertising is modeled as a dynamic investment in a brand's stocks of awareness and perceived quality and we ask how such an investment changes brand awareness and quality perceptions. Our panel data allow us to control for unobserved heterogeneity across brands and to identify the effect of advertising from the time-series variation within brands. They also allow us to account for the endogeneity of advertising through recently developed dynamic panel data estimation techniques. We find that advertising has consistently a significant positive effect on brand awareness but no significant effect on perceived quality.
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Details
- Title
- The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data
- Creators
- C. Robert Clark - HEC MontréalUlrich Doraszelski - Harvard UniversityMichaela Draganska - Stanford University
- Publication Details
- Quantitative marketing and economics, v 7(2), pp 207-236
- Publisher
- Springer Nature
- Number of pages
- 30
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000266251300004
- Scopus ID
- 2-s2.0-67349180190
- Other Identifier
- 991021810268204721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Business
- Economics
- Social Sciences, Mathematical Methods