Measuring advertising intensity and intangible capital in the Greek food industry
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.
Volume (Year): 37 (2005)
Issue (Month): 15 ()
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- Baltagi, Badi H & Raj, Baldev, 1992. "A Survey of Recent Theoretical Developments in the Econometrics of Panel Data," Empirical Economics, Springer, vol. 17(1), pages 85-109.
- Konstantinos Giannakas & Vangelis Tzouvelekas, 1998. "Strategic behavior and competition in dynamic industry: Greek processed meats," Agribusiness, John Wiley & Sons, Ltd., vol. 14(2), pages 157-169.
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- Vlachvei, A. & Oustapassidis, K., 1998. "Advertising, concentration and profitability in Greek food manufacturing industries," Agricultural Economics, Blackwell, vol. 18(2), pages 191-198, March.
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