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Media Coverage and Car Manufacturers' Sales

Listed author(s):
  • Ralf Dewenter

    ()

    (Helmut-Schmidt-University Hamburg)

  • Ulrich Heimeshoff

    ()

    (Heinrich-Heine-University of Duesseldorf)

  • Tobias Thomas

    ()

    (Media Tenor International)

A wide range of media-provided information on many products is based on reviews or expert opinions. The effects of such information on product sales is analyzed in a small but growing literature in economics and marketing science. However, there is much more general coverage on companies and products in the media than product reviews and ex-pert opinions. Based on a unique dataset, we test whether coverage of car manufacturers in leading media outlets has significant impact on new car registrations in Germany. We find that positive media coverage has a statistically significant effect on the number of new cars sold by several leading manufacturers on the German car market.

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File URL: http://www.accessecon.com/Pubs/EB/2016/Volume36/EB-16-V36-I2-P97.pdf
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Article provided by AccessEcon in its journal Economics Bulletin.

Volume (Year): 36 (2016)
Issue (Month): 2 ()
Pages: 976-982

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Handle: RePEc:ebl:ecbull:eb-16-00168
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