Returns, Lags, and Complementarities in Brand and Generic Advertising: The Demand for Peanut Butter

Naoya Kaneko and Stanley M. Fletcher

No 9959, 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: This paper estimates the impact of generic and brand advertising on the demand for peanut butter in the U.S. An error correction model is estimated with quarterly data from 1985 to 2004 to study both the short- and long-run adjustments. The results indicate that brand advertising has a significant but short-lived effect on aggregate consumption while generic advertising has little short-run but significant long-run effects.

Keywords: Demand and Price Analysis; Marketing (search for similar items in EconPapers)
Pages: 10
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea07:9959

DOI: 10.22004/ag.econ.9959

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