利用面板数据确定广告对品牌层面蒸馏酒销售的影响。
Using panel data to determine the effect of advertising on brand-level distilled spirits sales.
作者信息
Gius M P
机构信息
Department of Economics, Quinnipiac College, Hamden, Connecticut 06518, USA.
出版信息
J Stud Alcohol. 1996 Jan;57(1):73-6. doi: 10.15288/jsa.1996.57.73.
OBJECTIVE
The purpose of the present study is to determine the effect that brand-level advertising has on brand-level spirits demand.
METHODS
Using a panel data set consisting of 16 brands and 14 years of data, a fixed effects model of brand-level spirits demand was estimated.
RESULTS
It was found that own-brand advertising, income, rival-brand price, a time trend and brand loyalty all have a significant effect on brand-level spirits demand.
CONCLUSIONS
These results indicate that brand-level spirits advertising results only in brand switching and does not increase the overall size of the market.
目的
本研究旨在确定品牌层面的广告对品牌层面的烈酒需求产生的影响。
方法
利用一个由16个品牌和14年数据组成的面板数据集，估计了品牌层面的烈酒需求固定效应模型。
结果
发现自有品牌广告、收入、竞争品牌价格、时间趋势和品牌忠诚度均对品牌层面的烈酒需求有显著影响。
结论
这些结果表明，品牌层面的烈酒广告仅导致品牌转换，并未增加市场的整体规模。
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