Beer Brand Advertising and Market Share in the United States: 1977 to 1998

An analysis of the relationship between annual advertising expenditure and market share for several brands of beer sold in the USA between 1977 and 1998, using a generalised least-squares regression procedure.

Beer brand advertising and market share in the United States: 1977 to 1998

Gary B. Wilcox The University of Texas at Austin

INTRODUCTION

Since the early to mid1980s, US brewers have encountered a number of challenges in the marketplace. From a period...