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You Get a Book! Demand Spillovers, Combative Advertising, and Celebrity Endorsements / Craig L. Garthwaite.
- Format:
- Book
- Author/Creator:
- Garthwaite, Craig L.
- Series:
- Working Paper Series (National Bureau of Economic Research) no. w17915.
- NBER working paper series no. w17915
- Language:
- English
- Physical Description:
- 1 online resource: illustrations (black and white);
- Place of Publication:
- Cambridge, Mass. National Bureau of Economic Research 2012.
- Summary:
- This paper studies the economic effects of endorsements. In the publishing sector, endorsements from the Oprah Winfrey Book Club are found to be a business stealing form of advertising that raises title level sales without increasing the market size. The endorsements decrease aggregate adult fiction sales; likely as a result of the endorsed books being more difficult than those that otherwise would have been purchased. Economically meaningful sales increases are also found for non-endorsed titles by endorsed authors. These spillover demand estimates demonstrate a broad range of benefits from advertising for firms operating in a multiproduct brand setting.
- Notes:
- Print version record
- March 2012.
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