Concentration and its Effect on Advertising: Case Study: Iranian Food and Beverage Industries
Journal Title: International Journal of Innovation in Management, Economics and Social Sciences - Year 2021, Vol 1, Issue 1
Abstract
Purpose: Todays, advertising intensity is different among various types of market structure. In other words, concentration as an important indicator of market structure plays significant role in the firmsâ decision about the amount of advertising expenditures. This study aims at analyzing the relationship between competition index (concentration) and advertising in the Iranian food and beverage industries. Methodology: Using a panel of 22 four-digit Iranian food and beverage industries, this study analyses the relationship between advertising intensity and concentration over the period 2007â 2019. Findings: The results show that an inverted U-shaped relationship exists between the advertising intensity and concentration. Also, the profitability has negative and export intensity has positive and significant effects on the advertising intensity. Originality/Value: The structure-conduct-performance (SCP) paradigm suggests that performance of the industry is affected by the conduct of the participants in the market, which is influenced by the companiesâ market structure.
Authors and Affiliations
Saeideh Samadzad,Mirabbas Hashemi,
Keywords
Related Articles
- EP ID EP696981
- DOI -
- Views 89
- Downloads 0
Spending Allocation, Capacity and Village-Owned Enterprises: Does it Matter to Village Income in Indonesia?
Purpose: This paper aims to analyze the influence of village spending, village device capacity, and village-owned enterprise on village income. The data source is The Village Potential Statistics 2018, testing was conduc...
The relationship between management ability and investment opportunities with an emphasis on the role of political connection
Purpose: With the expansion of the quality level of activity as well as the widespread development of economic affairs, financial and investment decisions are among the most complex issues that arise in order to obtain t...
The Role of Monetary Instruments to Financial Market in the Pandemic Covid Era
Purpose: This paper aimed to analyze the financial market reaction towards monetary instruments during the pandemic covid era. We employ Malaysian data. Methodology: We develop the financial market into three models...
The Study of Climatourism Management and the Determination of Climatourism Calendar in Ardabil Province of Iran with emphasis on GIS
Purpose The Climate is considered as one of the most important factors of tourism industry. Numerical indicators have been widely used in climatic studies that are related to tourism climatology or climate tourism. Among...
Green supply chain network design under uncertainty conditions with the mathematical model and solving it with a NSGA II algorithm
Purpose: In this paper a mathematical model for the green supply chain network problem is designed. In this research, we seek to optimize two inconsistent and conflicting goals of the problem which are as follows: 1.Mini...