haku: @indexterm Price theory / yhteensä: 201
viite: 109 / 201
Tekijä: | Arnold, S. J. |
Otsikko: | Advertising quality in sales response models. |
Lehti: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 106-113 |
Asiasana: | PRICE THEORY ADVERTISING |
Kieli: | eng |
Tiivistelmä: | Hedonic price theory is adapted to advertising. A quality-adjusted advertising spending function is embedded in a sales response model and the parameters of both equations are estimated in one step. The procedure provides an alternative to the judgemental aggregation of attributes of advertising quality into a single value. A pilot study illustrates the procedure. |
SCIMA