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Returns, Lags, and Complementarities in Brand and Generic Advertising: The Demand for Peanut Butter

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  • Kaneko, Naoya
  • Fletcher, Stanley M.
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    Abstract

    This paper estimates the impact of generic and brand advertising on the demand for peanut butter in the U.S. An error correction model is estimated with quarterly data from 1985 to 2004 to study both the short- and long-run adjustments. The results indicate that brand advertising has a significant but short-lived effect on aggregate consumption while generic advertising has little short-run but significant long-run effects.

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    File URL: http://purl.umn.edu/9959
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    Bibliographic Info

    Paper provided by American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) in its series 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon TN with number 9959.

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    Date of creation: 2007
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    Handle: RePEc:ags:aaea07:9959

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    Related research

    Keywords: Demand and Price Analysis; Marketing;

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