IDEAS home Printed from https://ideas.repec.org/a/ucp/jnlbus/v60y1987i2p259-79.html
   My bibliography  Save this article

Advertising, Random Sales Response, and Brand Competition: Some Theoretical and Econometric Implications

Author

Listed:
  • Nguyen, Dung

Abstract

This paper examines implications for the firm's advertising decisions under conditions of random sales response to advertising within the context of multibrand competition. The competitive environment assumed is characterized not only by interactions among different companies within a given industry, but also by inter- actions among different brands produced by a single company. A theoretical model is first formulated to examine the effect of uncertainty in the sales-advertising relations and that of the firm's attitude toward risk on its advertising. The theoretical results are then assessed by estimating an econometric model using the cigarette data. Copyright 1987 by the University of Chicago.

Suggested Citation

  • Nguyen, Dung, 1987. "Advertising, Random Sales Response, and Brand Competition: Some Theoretical and Econometric Implications," The Journal of Business, University of Chicago Press, vol. 60(2), pages 259-279, April.
    • Handle: RePEc:ucp:jnlbus:v:60:y:1987:i:2:p:259-79
    DOI: 10.1086/296395
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/296395
    File Function: full text
    Download Restriction: Access to full text is restricted to JSTOR subscribers. See http://www.jstor.org for details.
    File URL: https://libkey.io/10.1086/296395?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Steffen Huck & Kai A. Konrad & Wieland Müller, 2002. "Merger and Collusion in Contests," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 158(4), pages 563-575, December.
    2. Nejadmalayeri, Ali & Mathur, Ike & Singh, Manohar, 2013. "Product market advertising and corporate bonds," Journal of Corporate Finance, Elsevier, vol. 19(C), pages 78-94.
    3. Mesak, Hani I., 1999. "On the generalizability of advertising pulsation monopoly results to an oligopoly," European Journal of Operational Research, Elsevier, vol. 117(3), pages 429-449, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jnlbus:v:60:y:1987:i:2:p:259-79. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.jstor.org/journal/jbusiness .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.