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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/352

Title: The Relationship between Advertising and Consumption in India: An Analysis of Causality
Authors: Philip, Abey P.
Keywords: Advertising
Augmented Dickey Fuller Test
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: This article extends cointegration methodology to validate the evidence of soundness of advertising and consumption pattern of India during the period of 1980-2006. Augmented Dickey-Fuller test, Philips- Peron Test, Cointegration technique and Error Correction Models were employed to examine association between advertising and consumption. The analysis reveals that there is strong bi-directional relationship between advertising and consumption pattern in India.
Description: PART IV – ADVERTISING & SOCIETY |Pages 341-346|
URI: http://hdl.handle.net/2259/352
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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