The determinants of advertising intensity in the Brazilian manufacturing industry: an econometric study

Resende, Marcelo

doi:10.1590/s0103-63512006000300002

Cited by 3 publications

(2 citation statements)

References 27 publications

(16 reference statements)

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“…Given the extended lifespan of durable goods and their inherent complexity, consumers will conduct more comprehensive searches of the available products, carefully assessing their distinct characteristics and attributes. 2 Due to the generally higher prices of such goods, any errors in evaluating them would lead to greater consumer welfare losses (Resende, 2006). When buying durable products, consumers may consult unbiased sources like specialist magazines to acquire information rather than relying solely on the seller's advertising, which, besides being informative, also has a persuasive purpose (Jones, 2004).…”

Section: 𝑃𝑃𝐶𝐶: Concentration Ratio (The Four-firm Concentration Ratio)mentioning

confidence: 99%

A panel data analysis of the determinants of advertising intensity in the Turkish manufacturing sector

Yurtseven,

Günalp

2023

bmij

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This study investigates the determinants of advertising intensity using panel data on 66 four-digit Turkish manufacturing industries from 1993–1999. The results from pooled OLS and fixed-effects regressions support a quadratic relationship between advertising intensity and concentration: Advertising intensity first increases with the concentration ratio, and when the concentration ratio rises above a certain threshold, increases in the concentration ratio decrease the advertising intensity. The results also indicate that more profitable and faster-growing industries advertise more intensively. Product durability, exporting intensity, and the sale of consumer goods appear to be additional factors influencing advertising intensity. However, the evidence regarding these factors is not very strong.

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Section: 𝑃𝑃𝐶𝐶: Concentration Ratio (The Four-firm Concentration Ratio)mentioning

confidence: 99%

A panel data analysis of the determinants of advertising intensity in the Turkish manufacturing sector

Yurtseven,

Günalp

2023

bmij

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“…In addition, Misra showed that advertising intensity is relatively higher in consumer goods industries compared to producer goods industries. Resende (2006) used 2SLS regression technique because he believed that in case of simultaneous causal relationships between the variables, simple regression would fail to provide an accurate result. Of course, unlike Resende, several other researchers have disregarded this possibility as an accuracy threat (Willis, 1998;Strickland and Weiss, 1976, etc.).…”

Section: Journal Of Management Researchmentioning

confidence: 99%

Identifying the Determinants of Advertising Intensity in Iran’s Industries Using the Multiple Discriminant Analysis Technique

Tajdini

Nazari

Hasangholipour³

2012

jmr

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This research is aimed at identifying the main variables in an industry based on which the advertising intensity in that industry can be estimated. Using prior knowledge, six variables, including investment, statism ratio, concentration, sales, added value and direct export were utilized by Multiple Discriminant Analysis, using the stepwise method. It turned out that among these variables, sales, direct export and concentration are variables which can better enhance the discrimination power of the model. Based on the means and standardized canonical coefficients of these three variables in different groups and also the group centroids in each function, we concluded that the first function is better at discriminating the first group from the other two and the second function is better at discriminating the third group from the other two. The correct classification percentage of 82% indicates the highly satisfactory performance of the model in classifying the data.

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Formation of the structure of commodity markets and barriers to entry to them in the conditions of digitalization of the economy: the advertising factor

Zazdravnykh

Gudkova

2021

Ross. èkon. ž.

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The article is addressed to a wide range of readers, including research economists, as well as those who teach and study the theory of industrial markets in universities, and is devoted to the formation of the structure of commodity markets — both traditional and modern digital. The authors try to make progress in revealing the nature of the influence of the intensity of advertising activity in the industry on the values of concentration indicators, the size of entry barriers, and other structural parameters of industry markets. Based on the analysis of data on the Russian markets of mobile communication services and pharmaceuticals, the fundamental applicability of the concept of «U-shaped inverted curve» for characterizing the relationship between the level of advertising intensity in the industry and the values of concentration indices is established. On this basis, the hypothesis is formulated that the influence of the level of advertising intensity, including as an industry entry barrier, on the structure of markets is more significant in conditions of low and / or moderate concentration. The authors argue that the processes of digitalization of the economy today not only dynamically change the boundaries of modern industry markets and the nature of competition in them, but also strengthen the potential of advertising communications as a significant factor in the formation of the structure of digital markets.

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The determinants of advertising intensity in the Brazilian manufacturing industry: an econometric study

Cited by 3 publications

References 27 publications

A panel data analysis of the determinants of advertising intensity in the Turkish manufacturing sector

A panel data analysis of the determinants of advertising intensity in the Turkish manufacturing sector

Identifying the Determinants of Advertising Intensity in Iran’s Industries Using the Multiple Discriminant Analysis Technique

Formation of the structure of commodity markets and barriers to entry to them in the conditions of digitalization of the economy: the advertising factor

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