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Advertising and Markups: The Case of the German Brewing Industry

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  • Pröll, Simon
  • Salhofer, Klaus
  • Karagiannis, Giannis

Abstract

The beer market in Germany may be described as a monopolistic competition with many breweries supplying a very large variety of different beer styles and brands. Advertising is one means of differentiating a product and increasing prices over marginal costs. Based on production data obtained from a sample of 197 German breweries and thirteen years of observation, we derive firm-specific markups, profit ratios and prices in each year and relate those to their advertising expenditures and firm size. We are able to show that advertising expenditures are positively correlated to a brewery's markup, profit ratio and price while firm size is negatively correlated.

Suggested Citation

  • Pröll, Simon & Salhofer, Klaus & Karagiannis, Giannis, 2019. "Advertising and Markups: The Case of the German Brewing Industry," Discussion Papers DP-73-2019, University of Natural Resources and Life Sciences, Vienna, Department of Economics and Social Sciences, Institute for Sustainable Economic Development.
    • Handle: RePEc:zbw:inwedp:dp732019
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    References listed on IDEAS

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    More about this item

    Keywords

    advertising; markup; imperfect competition; brewing;
    All these keywords.

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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