The Impacts of Brand and Generic Advertising on Meat Demand
使用非线性Rotterdam模型，估计品牌和通用肉类广告支出对牛肉、猪肉和家禽季度需求的影响，发现品牌广告弹性显著，通用广告弹性不显著。
Abstract The effects of meat advertising expenditures on quarterly beef, pork, and poultry demand are estimated using a nonlinear Rotterdam model. Advertising stocks are incorporated into the model as both demand shifters and price and total expenditure scaling factors. Branded beef, pork, and poultry advertising elasticities are each significantly different from zero. Generic beef and pork advertising elasticities are not significantly different from zero. Some cross‐advertising elasticities are significantly different from zero. Branded beef and poultry advertising have increased total meat consumption.