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| Author: | Pelsmacker, P. de Jegers, M. Proost, J. |
| Title: | Explaining advertising intensity at the firm level: the Belgian case |
| Journal: | Revue d
1992 : 2ND QUARTER, NO. 60, p.42-52 |
| Index terms: | ADVERTISING BELGIUM COMPANIES PROFITABILITY ORGANIZATIONAL SIZE MARKET SHARE |
| Language: | eng |
| Abstract: | On the basis of financial and advertising data on 571 Belgian companies, both consumer goods and producer goods firms, a model has been empirically tested in which advertising intensity at the firm level is defined as a function of profitability, company size, market share, and the amount of emotional content of the firm's products. Potential differences between ratiling companies and other firms, and between durable and non-durable goods companies, are also examined. The most important conclusions are that, there is no significant positive relationship between profitability and advertising intensity, and both retailing firms and companies with products of high emotional value, have higher advertising intensities. |
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