The Relationship between Advertising and Consumption in India: An Analysis of Causality

Philip, Abey P.

dc.contributor.author	Philip, Abey P.
dc.date.accessioned	2015-04-30T07:00:05Z
dc.date.available	2015-04-30T07:00:05Z
dc.date.issued	2007-04-10
dc.identifier.uri	http://hdl.handle.net/2259/655
dc.description	PART IV – ADVERTISING & SOCIETY \|Pages 341-346\|	en_US
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.publisher	Indian Institute of Management Kozhikode	en_US
dc.subject	Advertising	en_US
dc.subject	Consumption	en_US
dc.subject	Augmented Dickey Fuller Test	en_US
dc.title	The Relationship between Advertising and Consumption in India: An Analysis of Causality	en_US
dc.type	Other	en_US