The Effects of Generic and Brand Advertising on the Fresh Milk Market in Taiwan
碩士 === 真理大學 === 管理科學研究所 === 93 === Abstract：This paper considers the impacts of generic and brand advertising on market prices and quantities induced through demand effects. Not only considering a simple linear demand shift, we also consider the possibility that advertising leads to a nonlinear chan...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/57066160266808832492 |
| Summary: | 碩士 === 真理大學 === 管理科學研究所 === 93 === Abstract：This paper considers the impacts of generic and brand advertising on market prices and quantities induced through demand effects. Not only considering a simple linear demand shift, we also consider the possibility that advertising leads to a nonlinear change in the demand curve. We consider Taiwan aggregate demand for fresh milk. Monthly data from 1994 through 2003 is used. Based on parametric tests and simulation analysis, we find evidence that the demand elasticity and the market demand are affected by the intensity of generic advertising, whereas little evidence of the same results by brand advertising.
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