Berk Ataman

Koc University

Rumelifeneri Yolu

34450 Sar?yer

Istanbul, 34450

Turkey

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Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories

HEC Paris Research Paper No. MKG-2016-1153
Number of pages: 59 Posted: 24 May 2016 Last Revised: 04 Jul 2016
Berk Ataman, Koen Pauwels, Shuba Srinivasan and Marc Vanhuele
Koc University, Ozyegin University, Boston University - Questrom School of Business and HEC Paris - Marketing
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Abstract:

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advertising, price elasticity, mindset metrics, long-term effects, dynamic linear models, and empirical generalization