The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data

Abstract

Advertising, Brand awareness, Perceived quality, Dynamic panel data methods, L15, C23, H37,

Choice Set Heterogeneity and the Role of Advertising: An Analysis with Micro and Macro Data

“…Our estimates are consistent with a supply-side story like this, but we acknowledge that this finding may be highlyspecific to the product category we study. Since Mitra & Lynch (1995) and Clark, Doraszelski & Draganska (2009) show that advertising can have a much stronger effect on the size of the choice set than on the relative strength of consumer preferences, we believe that applying our empirical techniques to other categories besides ground coffee may be a fruitful venue for future research. Choice set and utility function.…”

O patrocínio do futebol como ferramenta do marketing esportivo para a construção de brand awareness 10.5752/P.1984-6606.2010v10n23p80

“…Ao se considerar que 33,10% dos respondentes levam o patrocínio em conta na hora da compra, há uma recepção positiva do público para esforços mercadológicos relacionados à marca. Ações mercadológicas, como a propaganda, acrescentam boa vontade aos consumidores no pagamento pela qualidade percebida dos produtos (CLARK et al, 2009). O percentual de não respondentes ou de respondentes que optou por 'não sei' foi de 49,60%, basicamente a metade dos torcedores.…”

Advertising and Environmental Stewardship: Evidence from the BP Oil Spill

“…The losses amount to a 5 percent decline relative to the mean and occur only in areas with low prespill advertising, suggesting that in these areas, during-spill profit losses may have been large enough to cause station owners to switch to alternative brands. (Chou et al 2008, Clark et al 2009). 3 We provide a discussion of the interpretation of price versus quantity effects in Section 4.…”

“…In this sense, advertising plays more of a persuasive role (Dixit and Norman, 1978;Schmalensee, 1976;Becker and Murphy, 1993;Bertrand et al, 2010 4 ) than an informative role (Butters, 1977;Grossman and Shapiro, 1984), shifting valuations for a good rather than providing information and commitment to quality. Alternatively, this effect could also be generated by positive brand recognition or non-environmental brand value (such as habit formation) that buoyed demand despite revelations of lower-than-advertised environmental quality (Clark et al, 2009). While we only observe one history of BP advertising, we provide suggestive evidence on the protective effect of reputation-building through the environmentally-themed Beyond Petroleum campaign versus local and ancillary product ads that are more likely to affect demand through the latter channel.…”

“…demand for advertised products (e.g., Ackerberg, 2001;Bagwell, 2007;Dube and Manchanda, 2005;Bertrand et al, 2010;Clark et al, 2009;Simester et al, 2009;Lewis and Reiley, 2008;Gurun et al 2013). Previous research has also shown that consumers are willing to pay for environmental stewardship as a product attribute (e.g., Kiesel and Villas-Boas, 2013;Kahn and Vaughn, 2009;Kahn, 2007;Teisl et al, 2002;Roe et al, 2001;Nimon and Beghin, 1999;Goett et al, 2000;Forsyth et al, 1999;De Pelsmacker et al, 2006;Loureiro et al, 2001).…”