Advanced Search
MyIDEAS: Login to save this article or follow this journal

Alternative Specifications of Advertising in the Rotterdam Model


Author Info

  • Brown, Mark G
  • Lee, Jonq-Ying
Registered author(s):


    This paper examines several approaches to introduce advertising in systems of demand equations. The Rotterdam model is used to analyse the effects of advertising in an unrestricted specification and three restricted specifications--advertising affects demand alternatively through (1) marginal utilities, as in studies by Duffy (1987, 1989, 1990) and Selvanathan (1989b); (2) scaling parameters which can be viewed as indicators of product quality, and (3) translation parameters which can be viewed as indicators of basic needs. A test to choose among the alternative specifications is provided and the methodology is applied to data on demand for fruit juice products. Copyright 1993 by Oxford University Press.

    Download Info

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below under "Related research" whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Bibliographic Info

    Article provided by Foundation for the European Review of Agricultural Economics in its journal European Review of Agricultural Economics.

    Volume (Year): 20 (1993)
    Issue (Month): 4 ()
    Pages: 419-36

    as in new window
    Handle: RePEc:oup:erevae:v:20:y:1993:i:4:p:419-36

    Contact details of provider:
    Postal: Oxford University Press, Great Clarendon Street, Oxford OX2 6DP, UK
    Fax: 01865 267 985
    Web page:
    More information through EDIRC

    Order Information:

    Related research



    No references listed on IDEAS
    You can help add them by filling out this form.


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Xiao, Hui & Kinnucan, Henry W. & Kaiser, Harry M., 1998. "Advertising, Structural Change, and U.S. Non-Alcoholic Drink Demand," Research Bulletins 122688, Cornell University, Department of Applied Economics and Management.
    2. Thomas Marsh & Ted Schroeder & James Mintert, 2004. "Impacts of meat product recalls on consumer demand in the USA," Applied Economics, Taylor & Francis Journals, vol. 36(9), pages 897-909.
    3. Coulibaly, Nouhoun & Brorsen, B. Wade, 1998. "Resolving The Conflicts Between Previous Meat Generic Advertising Studies," 1998 Annual meeting, August 2-5, Salt Lake City, UT 20897, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Gao, Zhifeng & Lee, Jonq-Ying & Brown, Mark G., 2009. "A study of the demand relationship between fixed-weight and random-weight citrus," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49466, Agricultural and Applied Economics Association.
    5. Silva, Andres & Garcia, Marian & Bailey, Alastair, 2012. "The Impact of Child Obesity News on Household Food Expenditure in the United Kingdom," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123526, Agricultural and Applied Economics Association.
    6. Lee, Jonq-Ying & Brown, Mark G. & Knight, Erika P. & Chung, Rebecca H., 2008. "The Impacts of Retail Promotions on the Demand for Orange Juice: A Study of a Retail Chain," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6699, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. Mark G. Brown & Jonq-Ying Lee & Thomas H. Spreen, 1996. "The impact of generic advertising and the free rider problem: A look at the US orange juice market and imports," Agribusiness, John Wiley & Sons, Ltd., vol. 12(4), pages 309-316.
    8. Brown, Mark G. & Spreen, Thomas H. & Muraro, Ronald P., 1999. "Fresh Versus Processed Utilization Of Florida Grapefruit," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(3), November.


    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


    Access and download statistics


    When requesting a correction, please mention this item's handle: RePEc:oup:erevae:v:20:y:1993:i:4:p:419-36. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press) or (Christopher F. Baum).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.