fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Vortrag

Florian Dost: Empirically confirming the bidirectional link between advertising and aggregate consumption with a nonlinear causality test

VortagendeR Florian Dost
Tagung EMAC 2016
Ort Oslo
Jahr 2016

Zusammenfassung

This research uses Granger causality and a new nonlinear method (convergence cross-mapping) to test the causal links between television or digital advertising and three types of aggregate consumption—durables, non-durables, and service consumption. The novel test, unlike the Granger causality test, confirms the general existence of a bidirectional causal link between advertising and aggregate goods consumption. Specifically, and similar to the brand level, advertising effects on consumption are stronger for durable than for non-durable goods.

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Juniorprofessur für BWL, insbesondere Marketing