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The Sales and Competitive Effects of Styling and Advertising Practices in the U.S. Auto Industry

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  • Kwoka, John E, Jr
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    Abstract

    This paper utilizes a detailed data set on most U.S. car models over a twenty-two-year period to determine the impact of advertising and product styling. It finds that, while advertising and style change each increases a model's sales, advertising is short-lived but styling has a much longer impact. Rivals' styling reduces own-model sales to the point that the overall market effect is self-canceling. Rivals' advertising, by contrast, does not greatly affect own sales, so that marketwide advertising does increase total sales. These results add several twists to previous analyses of this industry. Copyright 1993 by MIT Press.

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    Bibliographic Info

    Article provided by MIT Press in its journal Review of Economics & Statistics.

    Volume (Year): 75 (1993)
    Issue (Month): 4 (November)
    Pages: 649-56

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    Handle: RePEc:tpr:restat:v:75:y:1993:i:4:p:649-56

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    Web page: http://mitpress.mit.edu/journals/

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    Web: http://mitpress.mit.edu/journal-home.tcl?issn=00346535

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    Cited by:
    1. Larkin, Yelena, 2013. "Brand perception, cash flow stability, and financial policy," Journal of Financial Economics, Elsevier, vol. 110(1), pages 232-253.
    2. Requena-Silvente, Francisco & Walker, James, 2007. "Investigating sales and advertising rivalry in the UK multipurpose vehicle market (1995-2002)," Journal of Economics and Business, Elsevier, vol. 59(2), pages 163-180.
    3. Oleg Korenok & George E. Hoffer & Edward L. Millner, 2009. "Non-Price Determinants of Automotive Demand: Restyling Matters Most," Working Papers 0903, VCU School of Business, Department of Economics.
    4. Peter Scott & James Walker, 2010. "Sales and Advertising Rivalry in Interwar US Department Stores," Economics & Management Discussion Papers em-dp2009-05, Henley Business School, Reading University.
    5. repec:rdg:wpaper:em-dp2008-56 is not listed on IDEAS
    6. Matthias Greuner & David Kamerschen & Peter Klein, 2000. "The Competitive Effects of Advertising in the US Automobile Industry, 1970-94," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 7(3), pages 245-261.
    7. Nichols, Mark W. & Fournier, Gary M., 1999. "Recovering from a bad reputation: changing beliefs about the quality of U.S. autos," International Journal of Industrial Organization, Elsevier, vol. 17(3), pages 299-318, April.
    8. Ana Aizcorbe & Martha Starr & James T. Hickman, 2003. "The replacement demand for motor vehicles: evidence from the Survey of Consumer Finances," Finance and Economics Discussion Series 2003-44, Board of Governors of the Federal Reserve System (U.S.).

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