Terui, Nobuhiko
[VerfasserIn]
;
Ban, Masataka
[Sonstige Person, Familie und Körperschaft];
Allenby, Greg M.
[Sonstige Person, Familie und Körperschaft]
The Effect of Media Advertising on Brand Consideration and Choice
Erschienen in:Fisher College of Business Working Paper
Umfang:
1 Online-Ressource (38 p)
Sprache:
Englisch
DOI:
10.2139/ssrn.1011229
Identifikator:
Entstehung:
Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments October 1, 2009 erstellt
Beschreibung:
The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong support for advertising effects on choice through an indirect route of consideration set formation, and not directly affecting brand utility. Implications for media buying and advertising effects are explored