“…These results are consistent with studies that report the presence of a positive and signi fi cant relationship between advertising expenditures and consumption variables across numerous expanding industries ( Borden, 1942a, b ;Walsh, 1982 ;Wilcox, 1991Wilcox, , 2001McGuinness and Cowling, 1975 ;Hamilton, 1977 ;Abernethy & Teel, 1986 ;Lee fl ang and Revijl, 1985 ;Ippolito & Mathios, 1995 ;Yiannaka, Giannakas, & Tran, 2002 ;Duffy, 1999 ) .…”