When brands go dark: A replication and extension – Examining market share of brands that stop advertising for a year or longer
Peilin Phua, Nicole Hartnett, Virginia Beal, Giang Trinh, and Rachel Kennedy
The value of mass media advertising can be demonstrated by quantifying what happens when it is removed.
Phua et al.
- The study expands and adds robustness to prior evidence that when brands stop
advertising, declines become more common and more significant, on average, as time
- Using market share (where prior research used...