The Economics of Brand and Marketing Activities

Authors

Mehir Baidya, Thiagarajar School of Management, Thirupparakundram Madurai, IndiaFollow
Bipasha Maity, Thiagarajar School of Management, Thirupparakundram Madurai, India
Kamal Ghose, Kaplan Business School, Adelaide, Australia

JEL Classification System

M31

Abstract

Understanding the contributions of brand and marketing activities to sales is vital to make smart decisions. This study attempts to investigate this issue empirically. Data were gathered from two brands in frequently purchase packaged goods category. Two double-log regression models were fitted to data. We find that brand and marketing activities contribute to sales significantly. Managers may find our findings useful to allocate fund between short-term and long-term marketing actions. As far as our knowledge is concerned, this constitutes the first empirical work of economics of branding for regional brands in India.

Recommended Citation

Baidya, Mehir; Maity, Bipasha; and Ghose, Kamal (2017) "The Economics of Brand and Marketing Activities," DLSU Business & Economics Review: Vol. 27: No. 1, Article 12.
DOI: https://doi.org/10.59588/2243-786X.1261
Available at: https://animorepository.dlsu.edu.ph/ber/vol27/iss1/12