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dc.contributor.authorBaidya, M.
dc.contributor.authorGhose, Kamal
dc.contributor.authorMaity, B.
dc.date.accessioned2018-04-09T04:31:09Z
dc.date.issued2014
dc.date.submitted2013-06-19en
dc.identifier.issn1757-4323en
dc.identifier.urihttps://hdl.handle.net/10182/9213
dc.description.abstractPurpose - The purpose of this paper is to see the role of advertising in the middle of sales-price relationship of two entrepreneur brands in India. Design/methodology/approach - Quarterly data on sales (in units), advertising (net of inflation) and price (net of inflation) have been compiled for two entrepreneur brands over a period 2007-2012. First, elasticity of price is estimated by regressing sales on price. Next, the response of price elasticity to advertising is captured using a semi logarithmic regression model. Findings - Results reveal that price and sales are inversely related and advertising influences price elasticity negatively. Practical implications - Findings suggest that entrepreneurs/managers should allocate more funds to advertising and at the same time should charge a higher price point in order to increase revenue. Originality/value - By showing a new way of how to measure the effectiveness of advertising beyond traditional ones (inform, persuade or remind) of two entrepreneur brands this research definitely adds some value in the literature of marketing.en
dc.format.extent116-126en
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd
dc.relationThe original publication is available from - Emerald Group Publishing Ltd - https://doi.org/10.1108/APJBA-02-2013-0010en
dc.relation.urihttps://doi.org/10.1108/APJBA-02-2013-0010en
dc.rights© Emerald Group Publishing Limited
dc.subjectAsia-Pacificen
dc.subjectmarketingen
dc.subjectbusiness strategyen
dc.subjectentrepreneur brandsen
dc.subjectIndian brandsen
dc.titleAn empirical investigation of the effect of advertising in shaping the relationship between sales and price of two entrepreneur brands in Indiaen
dc.typeJournal Article
lu.contributor.unitLincoln University
lu.contributor.unitFaculty of Agribusiness and Commerce
lu.contributor.unitDepartment of Agribusiness and Markets
dc.identifier.doi10.1108/APJBA-02-2013-0010en
dc.relation.isPartOfAsia-Pacific Journal of Business Administrationen
pubs.issue2en
pubs.organisational-group/LU
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce/AGMK
pubs.publication-statusPublisheden
pubs.volume6en
dc.identifier.eissn1757-4331en


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