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Testing for causality between advertising expenditures and canadian demand for cheese and butter

Author

Listed:
  • Anderson Reynolds

    (Department of Agricultural Economics and Business, University of Guelph)

  • Arlie McFaul

    (Department of Agricultural Economics and Business, University of Guelph)

  • Ellen Goddard

    (Department of Agricultural Economics and Business, University of Guelph)

Abstract

Using quarterly data, the notion of Granger causality is employed to to test the causal relationship existing between advertising and sales of cheese and butter in Canada. Results suggest that advertising expenditures influences sales of both commodities. However, sales appear to influence neither cheese or butter advertising expenditures.

Suggested Citation

  • Anderson Reynolds & Arlie McFaul & Ellen Goddard, 1991. "Testing for causality between advertising expenditures and canadian demand for cheese and butter," Agribusiness, John Wiley & Sons, Ltd., vol. 7(3), pages 197-202.
    • Handle: RePEc:wly:agribz:v:7:y:1991:i:3:p:197-202
    DOI: 10.1002/1520-6297(199105)7:3<197::AID-AGR2720070303>3.0.CO;2-D
    as

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    References listed on IDEAS

    as
    1. Blaylock, James R. & Blisard, William N., 1988. "Effects of advertising on the demand for cheese," Technical Bulletins 312297, United States Department of Agriculture, Economic Research Service.
    2. Donald J. Liu & Olan D. Forker, 1988. "Generic Fluid Milk Advertising, Demand Expansion, and Supply Response: The Case of New York City," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 70(2), pages 229-236.
    3. Ellen W. Goddard & Alex K. Amuah, 1989. "The Demand for Canadian Fats and Oils: A Case Study of Advertising Effectiveness," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 71(3), pages 741-749.
    4. Stanley R. Thompson & Doyle A. Eiler, 1977. "Determinants of Milk Advertising Effectiveness," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 59(2), pages 330-335.
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