You Get a Book! Demand Spillovers, Combative Advertising, and Celebrity Endorsements
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...
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| Veröffentlicht in: | NBER Working Paper Series 2012-03, p.17915 |
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| description | 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. |
| doi_str_mv | 10.3386/w17915 |
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| identifier | ISSN: 0898-2937 |
| ispartof | NBER Working Paper Series, 2012-03, p.17915 |
| issn | 0898-2937 |
| language | eng |
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| source | National Bureau of Economic Research Publications; Alma/SFX Local Collection |
| subjects | Advertising Book clubs Celebrities Competition Competitive advantage Consumer behavior Consumers Detergents Economic theory Endorsements Estimates Financial performance Industrial Organization Market positioning Mysteries Publishing Purchasing Sales Studies Weight control |
| title | You Get a Book! Demand Spillovers, Combative Advertising, and Celebrity Endorsements |
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