The Dynamics of Brand Value in the Carbonated Soft Drinks Industry

Lu Huang and Yizao Liu ()

No 172389, 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota from Agricultural and Applied Economics Association

Abstract: This study examines how brand values of different carbonated soft drink (CSD) products change over time and how advertising and social media exposure contribute to brand building. The model consists of two stages. In the first stage, we adopt a structural approach to estimate the brand equities of 12 CSD products and measure the brand values in a Bertrand-Nash equilibrium. In the second stage, we study the impacts of marketing-mix variables on brand values. The empirical results show that both advertising expenditure and the quality of social media activity are important to brand value while the increase in the total social media activity has little effect.

Keywords: Demand and Price Analysis; Industrial Organization; Marketing (search for similar items in EconPapers)
Pages: 11
Date: 2014
New Economics Papers: this item is included in nep-com, nep-ipr, nep-pr~ and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea14:172389

DOI: 10.22004/ag.econ.172389

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