Advertising efficiency in the Spanish beer industry: spending too much?

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Title: Advertising efficiency in the Spanish beer industry: spending too much?
Authors: Sellers Rubio, Ricardo
Research Group/s: Marketing
Center, Department or Service: Universidad de Alicante. Departamento de Marketing
Keywords: Advertising | Efficiency | Branding | Beer
Knowledge Area: Comercialización e Investigación de Mercados
Issue Date: 2018
Publisher: Emerald
Citation: International Journal of Wine Business Research. 2018, 30(4): 410-427. doi:10.1108/IJWBR-11-2017-0066
Abstract: Purpose - The main goal of this paper is to estimate advertising efficiency in the Spanish beer industry and to analyse the effects of several environmental variables and brand portfolio scope on advertising efficiency scores. Design/methodology/approach - A two-stage double bootstrap procedure is employed. In the first stage, advertising efficiency is estimated using a bootstrapped Data Envelopment Analysis on a multiple input-output model of advertising. In the second stage, a bootstrapped truncated regression model is estimated in order to identify the determinants of advertising efficiency. Both stages are estimated simultaneously. The empirical application is carried out on a sample of Spanish brewers between 2007 and 2014. Findings - Results show low advertising efficiency scores and highlight the effects that environment and brand portfolio scope have on these estimates. Originality/value - For the first time, this paper analyses the effect of environmental variables and the brand portfolio scope on advertising efficiency in the beer industry.
ISSN: 1751-1062 (Print) | 1751-1070 (Online)
DOI: 10.1108/IJWBR-11-2017-0066
Language: eng
Type: info:eu-repo/semantics/article
Rights: © Emerald Publishing Limited 2018
Peer Review: si
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Appears in Collections:INV - MKT - Artículos de Revistas

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