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Replication data for: Demand Spillovers, Combative Advertising, and Celebrity Endorsements

Version
1
Resource Type
Dataset
Creator
  • Garthwaite, Craig L.
Publication Date
2013-12-30
Description
  • Abstract

    This paper studies the economic effects of endorsements. In the publishing sector, endorsements are found to be a business stealing form of advertising that raises title level sales without expanding the market size. If anything, the endorsements decrease aggregate adult fiction sales. This might be a result of the endorsed books being more difficult than those that otherwise would have been purchased. Economically meaningful sales increases are also found for nonendorsed titles written by endorsed authors. This spillover demand demonstrates the broad range of benefits of advertising for firms operating in a multiproduct brand setting.
Availability
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Relations
  • Is supplemented by
    DOI: 10.1257/app.6.2.76 (Text)
Publications
  • Garthwaite, Craig L. “Demand Spillovers, Combative Advertising, and Celebrity Endorsements.” American Economic Journal: Applied Economics 6, no. 2 (April 2014): 76–104. https://doi.org/10.1257/app.6.2.76.
    • ID: 10.1257/app.6.2.76 (DOI)

Update Metadata: 2019-10-12 | Issue Number: 1 | Registration Date: 2019-10-12

Garthwaite, Craig L. (2013): Replication data for: Demand Spillovers, Combative Advertising, and Celebrity Endorsements. Version: 1. ICPSR - Interuniversity Consortium for Political and Social Research. Dataset. https://doi.org/10.3886/E113892V1