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Measuring advertising intensity and intangible capital in the Greek food industry*

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  • Athanasia Mavrommati
  • Athanasios Papadopoulos

Abstract

The objective of the present paper is to examine market conduct and its determinants in the Greek food industry and to measure how and to what degree the industry and the firm's structural characteristics affect advertising intensity. An advertising intensity model giving emphasis to intangible capital is formulated. Data from ICAP have been used on a four-digit classification for the food industry during the 1990-1997 period. The empirical results indicate that intangible capital positively affects the advertising intensity of the firm and plays an important role in strategies that affect total cost, demand and structure of the market.

Suggested Citation

  • Athanasia Mavrommati & Athanasios Papadopoulos, 2005. "Measuring advertising intensity and intangible capital in the Greek food industry," Applied Economics, Taylor & Francis Journals, vol. 37(15), pages 1777-1787.
    • Handle: RePEc:taf:applec:v:37:y:2005:i:15:p:1777-1787
    DOI: 10.1080/00036840500217267
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    References listed on IDEAS

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    1. Kristian S. Palda, 1964. "The Measurement of Cumulative Advertising Effects," The Journal of Business, University of Chicago Press, vol. 38, pages 162-162.
    2. A. Vlachvei & K. Oustapassidis, 1998. "Advertising, concentration and profitability in Greek food manufacturing industries," Agricultural Economics, International Association of Agricultural Economists, vol. 18(2), pages 191-198, March.
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    7. Peles, Yoram, 1971. "Rates of Amortization of Advertising Expenditures," Journal of Political Economy, University of Chicago Press, vol. 79(5), pages 1032-1058, Sept.-Oct.
    8. Ayanian, Robert, 1983. "The Advertising Capital Controversy," The Journal of Business, University of Chicago Press, vol. 56(3), pages 349-364, July.
    9. Lester G. Telser, 1964. "Advertising and Competition," Journal of Political Economy, University of Chicago Press, vol. 72(6), pages 537-537.
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    Cited by:

    1. 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.
    2. Jian Xu & Feng Liu & You-hua Chen, 2019. "R&D, Advertising and Firms’ Financial Performance in South Korea: Does Firm Size Matter?," Sustainability, MDPI, vol. 11(14), pages 1-16, July.
    3. Dimitris Hatzinikolaou, 2010. "Econometric Errors in an _Applied Economics_ Article," Econ Journal Watch, Econ Journal Watch, vol. 7(2), pages 107-112, May.
    4. Hatzinikolaou, Dimitris, 2012. "Failure in the market for reviewing economics papers: Good readers, bad referees, and ugly papers," MPRA Paper 45384, University Library of Munich, Germany, revised 26 Sep 2012.
    5. Paul Amadieu & Jean-Laurent Viviani, 2010. "Intangible effort and performance: the case of the French wine industry," Agribusiness, John Wiley & Sons, Ltd., vol. 26(2), pages 280-306.

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    Replication

    This item has been replicated by:
  • Dimitris Hatzinikolaou, 2010. "Econometric Errors in an _Applied Economics_ Article," Econ Journal Watch, Econ Journal Watch, vol. 7(2), pages 107-112, May.

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