Advertising and its effect on industrial concentration: a contingency perspective.

The ongoing debate over the effect of advertising on industrial concentration is investigated. Evidence from prior literature appears to indicate that there is no consistent relationship across industries. A framework which maintains that the effect of advertising on industrial concentration is contingent upon the type of industry being examined (convenience vs. nonconvenience) is proposed. In particular, it is proposed that: a) advertising is positively associated with industrial concentration in convenience goods industries; and b) advertising is not associated with industrial concentration in nonconvenience industries. Longitudinal data from the soft drink and personal computer industries is analyzed using a distributed-lag model to demonstrate the validity of the framework.

Main Author: Taylor, Charles.
Other Authors: Shaoming, Zou., Ozsomer, Aysegul.
Format: Villanova Faculty Authorship
Language: English
Published: 1996
Online Access: http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178800
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dc_source_str_mv Journal of Current Issues & Research in Advertising 18 (1), 1996, 35-44.
author Taylor, Charles.
author_facet_str_mv Taylor, Charles.
Shaoming, Zou.
Ozsomer, Aysegul.
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Shaoming, Zou.
Ozsomer, Aysegul.
author_s Taylor, Charles.
spellingShingle Taylor, Charles.
Advertising and its effect on industrial concentration: a contingency perspective.
author-letter Taylor, Charles.
author_sort_str Taylor, Charles.
author2 Shaoming, Zou.
Ozsomer, Aysegul.
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Ozsomer, Aysegul.
dc_title_str Advertising and its effect on industrial concentration: a contingency perspective.
title Advertising and its effect on industrial concentration: a contingency perspective.
title_short Advertising and its effect on industrial concentration: a contingency perspective.
title_full Advertising and its effect on industrial concentration: a contingency perspective.
title_fullStr Advertising and its effect on industrial concentration: a contingency perspective.
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dc.title Advertising and its effect on industrial concentration: a contingency perspective.
dc.creator Taylor, Charles.
Shaoming, Zou.
Ozsomer, Aysegul.
dc.description The ongoing debate over the effect of advertising on industrial concentration is investigated. Evidence from prior literature appears to indicate that there is no consistent relationship across industries. A framework which maintains that the effect of advertising on industrial concentration is contingent upon the type of industry being examined (convenience vs. nonconvenience) is proposed. In particular, it is proposed that: a) advertising is positively associated with industrial concentration in convenience goods industries; and b) advertising is not associated with industrial concentration in nonconvenience industries. Longitudinal data from the soft drink and personal computer industries is analyzed using a distributed-lag model to demonstrate the validity of the framework.
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