@article{Huang:172389,
      recid = {172389},
      author = {Huang, Lu and Liu, Yizao},
      title = {The Dynamics of Brand Value in the Carbonated Soft Drinks  Industry},
      address = {2014},
      number = {329-2016-13108},
      series = {Paper},
      pages = {11},
      year = {2014},
      abstract = {This study examines how brand values of different  carbonated soft drink (CSD) products change
over time and  how advertising and social media exposure contribute to  brand building. The model
consists of two stages. In the  first stage, we adopt a structural approach to estimate the  brand
equities of 12 CSD products and measure the brand  values in a Bertrand-Nash equilibrium. In
the second stage,  we study the impacts of marketing-mix variables on brand  values. The empirical
results show that both advertising  expenditure and the quality of social media activity are  important
to brand value while the increase in the total  social media activity has little effect.},
      url = {http://ageconsearch.umn.edu/record/172389},
      doi = {https://doi.org/10.22004/ag.econ.172389},
}