Replication data for: Demand Spillovers, Combative Advertising, and Celebrity Endorsements

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Project Citation:

Garthwaite, Craig L. Replication data for: Demand Spillovers, Combative Advertising, and Celebrity Endorsements. Nashville, TN: American Economic Association [publisher], 2014. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2019-10-12. https://doi.org/10.3886/E113892V1

Project Description

Summary: 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.

Scope of Project

JEL Classification:
      L82 Entertainment; Media
      M31 Marketing
      M37 Advertising

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Published Versions

V1 [2019-10-12]

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