search query: @author E. W., / total: 2
reference: 2 / 2
« previous | next »
| Author: | Eckard, Jr. E. W. |
| Title: | Advertising, competition, and market share instability |
| Journal: | Journal of Business
1987 : OCT, VOL. 60:4, p.539-552 |
| Index terms: | ADVERTISING COMPETITION MARKET SHARE |
| Language: | eng |
| Abstract: | Associations between advertising intensity and the instability of leading firms' market shares, a proxy for interim rivalry, is tested. A general view holds that advertising promotes market power by differentiating products and creating brand loyalty in consumers, such firms therefore face less cross-elastic and probably greater demand, and behave more as monopolists than as market rivals. The test is based on an examination of changes over time in the combined market shares of four leading firms in each manufacturing industry. Multiple regression equations are used to explain share instability, measured as deviations about the simple mean and a linear time trend. No support is found to the hypothesis that advertising reduces share instability. |
« previous | next »
SCIMA