PT  - JOURNAL ARTICLE
AU  - PEILIN PHUA
AU  - NICOLE HARTNETT
AU  - VIRGINIA BEAL
AU  - GIANG TRINH
AU  - RACHEL KENNEDY
TI  - When Brands Go Dark: A Replication and Extension
AID  - 10.2501/JAR-2023-009
DP  - 2023 Jun 01
TA  - Journal of Advertising Research
PG  - 172--184
VI  - 63
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/63/2/172.short
4100  - http://www.journalofadvertisingresearch.com/content/63/2/172.full
SO  - J Advert Res2023 Jun 01; 63
AB  - The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. brands from 22 consumer goods categories that stopped advertising for at least one year. Market shares of brands without advertising declined, on average, at a steady rate year over year. On average, market share declines were more common and substantial among small brands and those losing share before advertising ceased. That prior findings generalize to a new market and many new categories increases confidence in the results.