ISSN:
1435-8921
Keywords:
C53
;
D12
;
M37
Source:
Springer Online Journal Archives 1860-2000
Topics:
Economics
Notes:
Abstract This study presents a structural factor analysis approach to measure the impact of advertising on consumer demand. It is assumed that advertising affects the latent perception of consumers, which in turn influences their purchasing behavior. This study investigates the relationship between consumer purchases and retail store advertising (i.e., newspaper advertising, in-store display, and point-of-purchase display) of three fruit juices using an extended Rotterdam model. The results show that the demand for orange juice and grapefruit juice was affected by their own advertising, while the demand for apple juice was only affected by advertising of competitive juices.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1007/BF01235159
Permalink