Does Advertising Overcome Brand Loyalty? Evidence from the Breakfast-Cereals Market

By M. Shum. 2004

176 citations recorded by the source corpus.

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Do Switching Costs Make Markets Less Competitive? (2009, unknown): “The advantage of this model is that it simplifies computation of an equilibrium, which means that we can easily explore several comparative static exercises.”
Consideration Sets and Competitive Marketing (2006, background): “Shum(2004) presents evidence that is consistent with the view that marketing attempts to weaken consumers’ reluctance to consider new products.”
LIMITED INFORMATION AND ADVERTISING IN THE U.S. PERSONAL COMPUTER INDUSTRY (2008, background): “Shum (2004) matches aggregate advertising data to micro purchase data.”
The Money Pump as a Measure of Revealed Preference Violations (2011, methodology): “This data set was collected by Information Resources, Inc. and has also been used in, among others, Bell and Lattin (1998), Shum (2004), and Hendel and Nevo (2006a, 2006b).”
State Dependence and Alternative Explanations for Consumer Inertia (2010, unknown): “Shum (2004) uses discrete distribution of heterogeneity. face a stationary store environment.”