You Get a Book! Demand Spillovers, Combative Advertising, and Celebrity Endorsements
收藏NBER2012-03-01 更新2025-01-04 收录
下载链接：
https://www.nber.org/papers/w17915
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资源简介：
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
提供机构：
美国国家经济研究局
创建时间：
2012-03-01
