Determinants of brand advertising efficiency evidence from the German car market

Journal of Advertising

Volumn 36, Issue 3, 2007, Pages 51-73

  Büschken, Joachim ^a  

^a Catholic University   (Brazil)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 34948844105     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367360304     Document Type: Article

References (92)

1. Aaker, David A., and James A. Carman (1982), "Are You Overadvertising?" Journal of Marketing, 22, 57-70.
2. Advertising Age (1999), "Agencies Centralize Web Ad Services," Special Report (March 1).
3. Ailawadi, Kusum L., Karen Gedenk, and Scott A. Neslin (1999), "Heterogeneity and Purchase Event Feedback in Choice Models: An Empirical Analysis with Implications for Model Building," International Journal of Marketing Research, 16, 177-198.
4. Allenby, Greg M., and Peter E. Rossi (1991), "There Is No Aggregation Bias," Journal of Business and Economic Statistics, 9, 1-8.
5. Ambler, T., and T. Burne (1999), "The Impact of Affect on Memory of Advertising," Journal of Advertising Research, 39, 25-34.
6. _, and E. A. Hollier (2004), "The Waste in Advertising Is the Part That Works," Journal of Advertising Research, 44, 375-389.
7. Anand, Bharat N., and Ron Shachar (2004), "Brands as Beacons: A New Source of Loyalty to Multiproduct Firms," Journal of Marketing Research, 41, 135-150.
8. Andersen, Peer, and Niels C. Petersen (1993), "A Procedure for Ranking Efficient Units in Data Envelopment Analysis," Management Science, 39, 1261-1264.
9. Balachander, Subramanian, and Sanjoy Ghose (2003), "Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions," Journal of Marketing, 67, 4-13.
10. Bass, Frank M., and Dick R. Wittink (1975), "Pooling Issues and Methods in Regression Analysis with Examples in Marketing Research," Journal of Marketing Research, 12, 414-425.
11. Batra, Rajeev, and Michael L. Ray (1986), "Affective Responses Mediating Acceptance of Advertising, " Journal of Consumer Research, 13, 234-249.
12. Bawa, Kapil (1990), "Modeling Inertia and Variety Seeking Tendencies in Brand Choice Behavior," Marketing Science, 9, 263-277.
13. Bendixen, Mike T. (1993), "Advertising Effects and Effective-ness, "Journal of Marketing, 27, 19-33.
14. Bhargava, Mukesh, Naveen Donthu, and Rosanne Caron (1994), "Improving the Effectiveness of Outdoor Advertising," Journal of Advertising Research, 34, 46-55.
15. Carlson, Rodney L. (1978), "Seemingly Unrelated Regression and the Demand for Automobiles of Different Sizes, 1965-1975: A Disaggregate Approach," Journal of Business, 51, 243-262.
16. Charnes, Abraham, William W. Cooper, and Edwardo L. Rhodes (1978), "Measuring the Efficiency of Decision Making Units," European Journal of Operational Research, 3, 429-444.
17. Choi, Yung Kyun, and Gordon E. Miracle (2004), "The Effectiveness of Comparative Advertising in Korea and the United States," Journal of Advertising, 33, 75-87.
18. Chow, Gregory C. (1960), "Tests of Equality Between Sets of Coefficients in Two Linear Regressions," Econometrica, 28, 591-605.
19. Ciferri, Lucas (2004), "Niche Vehicles Are Q1 Sales Winner," Automotive News, 9, 20-21.
20. Cline, Thomas W., Moses B. Altesch, and James J. Kellaris (2003), "When Does Humor Enhance or Inhibit Ad Responses?" Journal of Advertising, 32 (3), 31-45.
21. Coelli, Timothy J., D. S. Prassada Rao, and George E. Battese (1998), An Introduction to Efficiency and Productivity Analysis, Boston: Kluwer Academic Publishing.
22. Cooper, William W., and Kaoru Tone (1997), "Measures of Inefficiency in Data Envelopment Analysis and Stochastic Frontier Estimation," European Journal of Operational Research, 99, 72-88.
23. _, Lawrence M. Seiford, and Kaoru Tone (2000), Data Envelopment Analysis: A Comprehensive Text with Models, Applications, References and DEA-Solver Software, Boston: Kluwer Academic Publishing.
24. Deighton, John, Caroline M. Henderson, and Scott A. Neslin (1994), "The Effects of Advertising on Brand Switching and Repeat Purchasing," Journal of Marketing Research, 31, 28-43.
25. De Pelsmacker, Patrick, Maggie Geuens, and Pascal Anckaert (2002), "Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity," Journal of Advertising, 31 (2), 49-61.
26. Donthu, Naveen, and Boonghee Yoo (1998), "Retail Productivity Assessment: Using Data Envelopment Assessment,"Journal of Retailing, 74, 89-117.
27. _, Edmund K. Hershberger, and Talai Osmonbekov (2005), "Benchmarking Marketing Productivity Using Data Envelopment Analysis," Journal of Business Research, 58, 1474-1482.
28. Dowling, Grahame R. (1986), "Perceived Risk: The Concept and Its Measurement," Psychology and Marketing, 3, 193-210.
29. Eliashberg, Jehoshua, and Richard Steinberg (1993), "Marketing- Production Joint Decision-Making," in Handbooks in Operations Research and Management, vol. 15, J. Eliashberg and G. Lilien, eds., Amsterdam: Elsevier, 827-880.
30. Emrouznejad, Ali (2001), "An Extensive Bibliography of Data Envelopment Analysis (DEA)," vols. 1-5, University of Warwick, Coventry, UK, available at www.deazone.com/bibliography/ (accessed July 5, 2007).
31. Erdem, Tülin (1998), "An Empirical Analysis of Umbrella Branding," Journal of Marketing Research, 35, 339-351.
32. _, and Michael P. Keane (1996), "Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets," Marketing Science, 15, 1-20.
33. _, and Baohong Sun (2002), "An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding," Journal of Marketing Research, 39, 408-422.
34. Fare, Rolf, Shawna Grosskopf, Barry J. Seldon, and Victor J. Tremblay (2004), "Advertising Efficiency and the Choice of Media Mix: A Case of Beer," International Journal of Industrial Organization, 22, 503-523.
35. Franses, Philip Hans (2005), "Diagnostics, Expectations, and Endogeneity," Journal of Marketing Research, 42, 27-29.
36. Gatignon, Hubert (1984), "Competition as a Moderator of the Effect of Advertising on Sales," Journal of Marketing Research, 21, 387-398.
37. Ghewal, Dhruv, Sukumar Kavanoor, Edward F. Fern, Carolyn Costley, and James Barnes (1997), "Comparative Vs. Non-comparative Advertising: A Meta-Analysis," Journal of Marketing, 61, 1-15.
38. Graf, Peter, and Daniel L. Schacter (1985), "Implicit and Explicit Memory for New Associations in Normal and Amnesic Subject, " Journal of Experimental Psychology, 11, 501-518.
39. Hall, Bruce F. (2002), "A New Model for Measuring Advertising Effectiveness," Journal of Advertising, 42, 23-31.
40. Hogan, John E., Katherine N. Lemon, and Barak Libai (2004), "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness," Journal of Advertising Research, 44, 271-280.
41. Horsky, Dan, and Paul Nelson (1996), "Evaluation of Salesforce Size and Productivity Through Efficient Frontier Benchmarking," Marketing Science, 15, 310-320.
42. Hsu, Maxwell K., Ali F. Darrat, Maosen Zhong, and Salah S. Abosedra (2002), "Does Advertising Stimulate Sales or Mainly Deliver Signals? A Multivariate Analysis," International Journal of Advertising, 21, 175-195.
43. Kamakura, Wagner A., Brian T. Ratchford, and Jagadish Agarwal (1998), "Measuring Marketing Efficiency and Welfare Loss," Journal of Consumer Research, 15, 289-302.
44. Khouja, Moutaz, and Stephanie S. Robbins (2003), "Linking Advertising and Quantity Decisions in a Single-Period Inventory Model," International Journal of Production Economics, 86, 93-105.
45. Kwoka, John E. (1992), "Market Segmentation by Price-Quality Schedules: Some Evidence from Automobiles," Journal of Business Research, 65, 615-628.
46. Lavidge, Robert J., and Gray A. Steiner (1961), "A Model for Predictive Measurements in Advertising," Journal of Marketing, 25, 59-62.
47. Lohse, Gerald L., and Dennis L. Rosen (2001), "Signaling Quality and Credibility in Yellow Pages Advertising: The Influence of Color and Graphics on Choice," Journal of Advertising, 30, 73-85.
48. Luo, Xueming, and Naveen Donthu (2001), "Benchmarking Advertising Efficiency," Journal of Advertising Research, 41, 7-18.
49. _, and _(2005), "Assessing Advertising Media Spending Inefficiencies in Generating Sales," Journal of Business Research, 58, 28-36.
50. Malhotra, Manoj K., and Subhash Sharma (2002), "Spanning the Continuum Between Marketing and Operations," Journal of Operations Management, 20, 209-219.
51. McAlister, Leigh (1982), "A Dynamic Attribute Satiation Model for Choices Made Across Time,"Journal of Consumer Research, 9, 141-150.
52. McGrath, John M., and Chad Mahood (2004), "The Impact of Arousing Programming and Product Involvement on Advertising Effectiveness," Journal of Current Issues & Research in Advertising, 26, 41-52.
53. Mehta, Abhilasha (2000), "Advertising Attitudes and Advertising Effectiveness," Journal of Advertising Research, 40, 67-72.
54. Miller, Amy, and Jennifer Cioffi (2004), "Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard," Journal of Advertising Research, 44, 237-240.
55. Morrin, Maureen (1999), "The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes," Journal of Marketing Research, 36, 517-525.
56. Moshkin, Nickolay V., and Ron Shachar (2002), "The Asymmetric Information Model of State Dependence," Marketing Science, 21, 435-454.
57. Muehling, Darrel D., Donald E. Stem, Jr., and Peter Raven (1989), "Comparative Advertising: Views from Advertisers, Agencies, Media, and Policy Makers," Journal of Advertising Research, 29, 38-48.
58. Mummalaneni, Venkatapparao (2005), "An Empirical Investigation of Web Site Characteristics, Consumer Emotional States and On-Line Shopping Behaviors, "Journal of Business Research, 58, 526-532.
59. Nijssen, Edward J. (1999), "Success Factors of Line Extensions of Fast-Moving Consumer Goods," European Journal of Marketing, 33, 450-469.
60. Ofir, Chezy, and André Khuri (1986), "Multicollinearity in Marketing Models: Diagnostics and Remedial Measures," International Journal of Research in Marketing, 3, 181-205.
61. Ogawa, Kohsuke (1987), "An Approach to Simultaneous Estimation and Segmentation in Conjoint Analysis," Marketing Science, 6, 66-81.
62. Pedraja-Chaparro, Francisco, and Javier Salinas-Jiménez (1996), "An Assessment of the Efficiency of Spanish Courts Using DEA," Applied Economics, 28, 1391-1403.
63. Pepall, Lynne M., and Daniel J. Richards (2002), "The Simple Economics of Brand Stretching," Journal of Business, 75, 535-552.
64. Peter, J. Paul, and Michael J. Ryan (1974), "An Investigation of Perceived Risk at the Brand Level," Journal of Marketing Research, 13, 184-188.
65. Randall, Taylor, Karl Ulrich, and David Reibstein (1998), "Brand Equity and Vertical Product Line Extent," Marketing Science, 17, 356-379.
66. Ratchford, Brian (1979), "Operationalizing Economic Models of Demand for Product Characteristics," Journal of Consumer Research, 6, 76-85.
67. Reddy, Srinivas K., Susan L. Holak, and Subodh Bhat (1994), "To Extend or Not to Extend: Success Determinants of Line Extensions," Journal of Marketing Research, 31, 243-262.
68. Ross, Anthony, and Conelia Droge (2002), "An Integrated Bench-marking Approach to Distribution Center Performance Using DEA Modeling," Journal of Operations Management, 20, 19-32.
69. Seetharaman, P.B., Andrew Ainslie, and Pradeep K. Chintagunta (1999), "Investigating Household State Dependence Effects Across Categories," Journal of Marketing Research, 36, 488-500.
70. Seiford, Lawrence M. (1994), "A DEA Bibliography," in Data Envelopment Analysis: Theory, Methodology and Applications, A. Charnes, W. W. Cooper, A. Lewin, and Lawrence M. Seiford, eds., New York: Kluwer Academic, 437-469.
71. _ (1997), "A Bibliography for Data Envelopment Analysis (1978-1996)," Annals of Operations Research, 73, 393-438.
72. Shao, Alan T., Yeqing Bao, and Elizabeth Gray (2004), "Comparative Advertising Effectiveness: A Cross-Cultural Study," Journal of Current Issues and Research in Advertising, 26, 67-80.
73. Shaw, Robert, and Carolyn White (1999), "Improving Marketing Accountability Through Better Management of the Market Research Process, "Journal of Marketing Management, 15, 857-870.
74. Shemwell, Donald J., Ugur Yavas, and Zeynep Bilgin (1998), "Customer-Service Provider Relationships: An Empirical Test of a Model of Service-Quality, Satisfaction and Relationship-Oriented Outcomes," International Journal of Service Industry Management, 9, 155-168.
75. Smith, Daniel C., and C. Whan Park (1992), "The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research, 29, 296-313.
76. Spotts, Harlan E., Marc G. Weinberger, and Amy L. Parsons (1997), "Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach,"Journal of Advertising, 26, 17-33.
77. Srinivasan, V., and Allan Shocker (1973), "Linear Programming Techniques for Multidimensional Analysis of Preferences," Psychometrika, 38, 337-369.
78. Strong, Edward K. (1926), The Psychology of Selling, New York: McGraw-Hill.
79. Sudhir, Karunakaran (2001), "Competitive Pricing Behavior in the Auto Market," Marketing Science, 20, 42-60.
80. Swaminathan, Vanitha, Richard J. Fox, and Srinivas K. Reddy (2001), "The Impact of Brand Extension Introduction on Brand Choice," Journal of Marketing, 65, 1-15.
81. Tanaka, Katsuaki, Eiji Takeda, and Nozomi Nakajima (2002), "Measuring the Performance of Advertising Campaigns Based on DEA: An Empirical Study," working paper, Setsuan University, Osaka, Japan.
82. Tedeschi, Bob (2000), "Easier to Use Sites Would Help e-Tailers Close More Sales," New York Times (June 12).
83. Tellis, Gerard J. (1988), "Advertising Exposure, Brand Loyalty and Purchase: A Two-Stage Model of Choice," Journal of Marketing Research, 25, 134-144.
84. Thomas, Rhonda R., Richard S. Barr, William L. Cron, and John W Slocum, Jr. (1998), "A Process for Evaluating Retail Store Efficiency: A Restricted DEA Approach," International Journal of Research in Marketing, 15, 487-503.
85. Van Raaij, W. Fred (1989), "How Consumers React to Advertising," International Journal of Advertising, 8, 261-273.
86. Wang, George C. S., and Chaman L. Jain (2003), Regression Analysis: Modeling and Forecasting, New York: Graceway.
87. Woodside, Arch G., and Chris Dubelaar (2003), "Increasing Quality in Measuring Advertising Effectiveness: A Meta-Analysis of Question Framing in Conversion Studies," Journal of Advertising Research, 43, 78-85.
88. Xue, Mei, and Patrick T. Harker (2002), "Note: Ranking Brands with Infeasible Super-Efficiency DEA Models," Management Science, 48, 705-710.
89. Ye, Gewei, and W. Fred van Raaij (1997), "What Inhibits the Mere-Exposure Effect: Recollection of Familiarity?" Journal of Economic Psychology, 18, 629-648.
90. Yelkur, Rama, Chuck Tomkovick, and Patty Traczyk (2004), "Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden," Journal of Advertising Research, 44, 143-159.
91. Yoo, Boonghee, and Rujirutana Mandhachitara (2003), "Estimating Advertising Effects on Sales in a Competitive Setting," Journal of Advertising Research, 43, 310-321.
92. Zhu, Joe (1998), "Data Envelopment Analysis Vs. Principal Component Analysis: An Illustrative Study of Economic Performance of Chinese Cities," European Journal of Operational Research, 111, 50-61.