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The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data

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  • C. Clark

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  • Ulrich Doraszelski

    ()

  • Michaela Draganska

    ()

Abstract

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Suggested Citation

  • C. Clark & Ulrich Doraszelski & Michaela Draganska, 2009. "The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data," Quantitative Marketing and Economics (QME), Springer, vol. 7(2), pages 207-236, June.
  • Handle: RePEc:kap:qmktec:v:7:y:2009:i:2:p:207-236
    DOI: 10.1007/s11129-009-9066-z
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    References listed on IDEAS

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    23. Ackerberg, Daniel A, 2001. "Empirically Distinguishing Informative and Prestige Effects of Advertising," RAND Journal of Economics, The RAND Corporation, vol. 32(2), pages 316-333, Summer.
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    Citations

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    Cited by:

    1. Brett R. Gordon & Wesley R. Hartmann, 2013. "Advertising Effects in Presidential Elections," Marketing Science, INFORMS, vol. 32(1), pages 19-35, June.
    2. Ishaq, Muhammad Ishtiaq & Hussain, Nazia & Asim, Ali Ijaz & Cheema, Luqman J., 2014. "Valor da marca na indústria hoteleira paquistanesa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(3), May.
    3. Lint Barrage & Eric Chyn & Justine Hastings, 2014. "Advertising as Insurance or Commitment? Evidence from the BP Oil Spill," NBER Working Papers 19838, National Bureau of Economic Research, Inc.
    4. Cheng-Jong Lee, 2014. "Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1243-1256, May.
    5. Draganska, Michaela & Klapper, Daniel, 2010. "Choice Set Heterogeneity and the Role of Advertising: An Analysis with Micro and Macro Data," Research Papers 2063, Stanford University, Graduate School of Business.
    6. Alicia Barroso & Gerard Llobet, 2011. "Advertising and Consumer Awareness of New, Differentiated Products," Working Papers wp2011_1104, CEMFI.
    7. Sizhong Sun, 2014. "Foreign Entry and Firm Advertising Intensity: Evidence from China," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 45(1), pages 79-97, August.
    8. Arnd Vomberg & Christian Homburg & Torsten Bornemann, 2015. "Talented people and strong brands: The contribution of human capital and brand equity to firm value," Strategic Management Journal, Wiley Blackwell, vol. 36(13), pages 2122-2131, December.
    9. Kfir Eliaz & Ran Spiegler, 2015. "Beyond “Ellison’s Matrix”: New Directions in Behavioral Industrial Organization," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 47(3), pages 259-272, November.
    10. Uribe, Rodrigo, 2016. "Separate and joint effects of advertising and placement," Journal of Business Research, Elsevier, vol. 69(2), pages 459-465.
    11. Avi Goldfarb & Catherine Tucker, 2011. "Online Display Advertising: Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 389-404, 05-06.
    12. repec:eee:joinma:v:39:y:2017:i:c:p:15-26 is not listed on IDEAS
    13. Hema Yoganarasimhan, 2012. "Impact of social network structure on content propagation: A study using YouTube data," Quantitative Marketing and Economics (QME), Springer, vol. 10(1), pages 111-150, March.
    14. repec:eee:ijrema:v:34:y:2017:i:3:p:694-716 is not listed on IDEAS
    15. Aizawa, Naoki & Kim, You Suk, 2015. "Advertising and Risk Selection in Health Insurance Markets," Finance and Economics Discussion Series 2015-101, Board of Governors of the Federal Reserve System (U.S.).
    16. Jalal Hanaysha & Haim Hilman, 2015. "Advertising and country of origin as key success factors for creating sustainable brand equity," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 5(7), pages 141-152, July.

    More about this item

    Keywords

    Advertising; Brand awareness; Perceived quality; Dynamic panel data methods; L15; C23; H37;

    JEL classification:

    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models

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