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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2259/352
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| Title: | The Relationship between Advertising and Consumption in India: An Analysis of Causality |
| Authors: | Philip, Abey P. |
| Keywords: | Advertising
Consumption
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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Files in This Item:
| File |
Description |
Size | Format |
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| 341-346.pdf | | 154Kb | Adobe PDF | View/Open |
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