Measuring the lagged effects of advertising goodwill on dynamic promotional efficiency in the automobile industry

Li-Ting Yeh and Dong-Shang Chang

Journal of the Operational Research Society, 2023, vol. 74, issue 10, 2094-2108

Abstract: Thus far, the data envelopment analysis (DEA) model has not been used to examine the lagged effects of advertising goodwill stock on promotional efficiency. Thus, this study develops a dynamic DEA framework to illustrate the lagged effect of advertising goodwill stock on the dynamic promotional efficiency of major automobile manufacturers in the United States. The advertising goodwill stock in five automobile producers was measured using the econometric model. Subsequently, the advertising goodwill stock was treated as a lagged effect in a dynamic DEA framework. We analyse the empirical results and formulate the following two important findings: First, the results demonstrate that the lagged effect of advertising goodwill stock can lead to changes in the promotional efficiency of advertising. Second, the paper discusses ways that inefficient automobile manufacturers can improve marketing strategy implementation.

Date: 2023
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DOI: 10.1080/01605682.2022.2128910

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