Working Papers

Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years

Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur

Dec 11, 2018

Investigates whether brand attitudes can be reliable measures of advertising effectiveness; examines a unique dataset of 575 established brands from 37 industries over a five-year observation window, merging weekly brand attitude survey data with weekly advertising expenditure data.

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