This setting lets you change the way you view articles. You can choose to have articles open in a dialog window, a new tab, or directly in the same window.
Open in Dialog
Open in New Tab
Open in same window

American Economic Journal: Applied Economics: Vol. 6 No. 2 (April 2014)

Expand

Quick Tools:

Print Article Summary
Export Citation
Sign up for Email Alerts Follow us on Twitter Subscription Information
(Institutional Administrator Access)

Explore:

AEJ: Applied - All Issues

AEJ: Applied Forthcoming Articles

Demand Spillovers, Combative Advertising, and Celebrity Endorsements

Article Citation

Garthwaite, Craig L. 2014. "Demand Spillovers, Combative Advertising, and Celebrity Endorsements." American Economic Journal: Applied Economics, 6(2): 76-104.

DOI: 10.1257/app.6.2.76

Abstract

This paper studies the economic effects of endorsements. In the publishing sector, endorsements are found to be a business stealing form of advertising that raises title level sales without expanding the market size. If anything, the endorsements decrease aggregate adult fiction sales. This might be 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 nonendorsed titles written by endorsed authors. This spillover demand demonstrates the broad range of benefits of advertising for firms operating in a multiproduct brand setting.

Article Full-Text Access

Full-text Article

Additional Materials

Authors

Garthwaite, Craig L. (Northwestern U)

JEL Classifications

L82: Entertainment; Media
M31: Marketing
M37: Advertising

Comments

View Comments on This Article (0) | Login to post a comment


American Economic Journal: Applied Economics


Quick Tools:

Sign up for Email Alerts

Follow us on Twitter

Subscription Information
(Institutional Administrator Access)

Explore:

AEJ: Applied - All Issues

AEJ: Applied - Forthcoming Articles

Virtual Field Journals


AEA Member Login:


AEAweb | AEA Journals | Contact Us