Revisiting the carry-over effects of advertising in franchise industries [Summary]
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TR Number
Date
2016
Journal Title
Journal ISSN
Volume Title
Publisher
Virginia Tech
Abstract
Despite prior studies, little has been done to understand the advertising carry-over effect. The purpose of this study is to investigate the heterogeneous attributes of the carry-over effect by focusing on the differences between the franchise and the non-franchise firms.
Description
Keywords
Brand equity, Advertising, Sales growth, Carry-over effect, Panel vector auto-regression, Panel VAR