英文标题：
《Advertising and Brand Attitudes: Evidence from 575 Brands over Five
Years》
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作者：
Rex Yuxing Du, Mingyu Joo, Kenneth C. Wilbur
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最新提交年份：
2018
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英文摘要：
Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 billion spent on ads by 575 regular advertisers over a five-year period, approximately 37% of all ad spend measured between 2008 and 2012. Inclusion of brand/quarter fixed effects and industry/week fixed effects brings parameter estimates closer to expectations without major reductions in estimation precision. The findings indicate that (i) national traditional ads increase perceived quality, perceived value, and recent satisfaction; (ii) local traditional ads increase perceived quality and perceived value; (iii) digital ads increase perceived value; and (iv) competitor ad effects are generally negative.
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中文摘要：
人们对不同类型的广告如何影响品牌态度知之甚少。我们研究了三个品牌态度变量（感知质量、感知价值和近期满意度）与三种广告类型（民族传统、地方传统和数字）之间的关系。这些数据代表了一千万次品牌态度调查和575名普通广告商在五年期间花费的2640亿美元广告，约占2008年至2012年期间所有广告支出的37%。包括品牌/季度固定效应和行业/周固定效应，使参数估计更接近预期，而不会大幅降低估计精度。研究结果表明：（i）民族传统广告提高了感知质量、感知价值和近期满意度；（ii）本地传统广告提高感知质量和感知价值；（iii）数字广告增加感知价值；（iv）竞争对手的广告效应通常是负面的。
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分类信息：

一级分类：Quantitative Finance 数量金融学
二级分类：General Finance 一般财务
分类描述：Development of general quantitative methodologies with applications in finance
通用定量方法的发展及其在金融中的应用
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