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.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.