An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding

By Tülin Erdem, Baohong Sun. 2002

250 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing

View Paper: https://www.semanticscholar.org/paper/bdd239c8b7c2121c06afcaa8cbb12f4a800373c3

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In Management Science and Operations Research

In Marketing

Citations in the corpus

Consumer learning in a turbulent Market environment: Modeling Consumer Choice Dynamics after a Product-harm Crisis (2011, methodology): “Instead, we put the exponentially smoothed weighted average of past advertising spending in the main utility function as a control variable, as in Erdem and Sun (2002).”
Can Brands Move in from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes (2013, background): “Likewise, managers of brands that are currently perceived as out-group brands by massmarket consumers are struggling to overcome the less-thanfavorable attitudes toward them and widen their customer base to succeed (Aaker 1991; Erdem and Sun 2002).”
Measuring the Impact of Promotions on Brand Switching When Consumers Are Forward Looking (2003, background): “This assumption is relaxed in our empirical application, in which we assume that consumers view future regular prices as random draws from a normal distribution with constant mean and variance over time. native (Chiang 1991; Erdem and Keane 1996; Erdem and Sun 2002).”
A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality (2008, background): “This view has been challenged by Erdem and Keane (1996), Anand and Shachar (2000) and Erdem and Sun (2002) who argue 1 Throughout this paper, we use the terms “advertising intensity,” “advertising quantity,” and “advertising frequency” interchangeably with advertising expenditure.”
Perception Spillovers across Competing Brands: A Disaggregate Model of how and When (2008, background): “8In the context of product extensions (e.g., Balachander and Ghose 2003) and umbrella brands (e.g., Erdem and Sun 2002), prior studies have proposed the presence of direct “advertising spillover effects,” in which advertising a brand directly influences the utility of an extension/umbrella brand.”
Forecasting Marketing-Mix Responsiveness for New Products (2010, background): “In a parallel context, Erdem and Sun (2002) show that advertising has a spillover effect for umbrella brands in consumer packaged goods categories; however, to”
Identifying demand effects in a large network of product categories (2015, background): “Cross-category effects of promotions, e.g. feature and display promotions, on sales result from many brands being active in multiple categories (Erdem and Sun, 2002).”