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How Do Taxes on Car Sales Affect Television Advertising Strategies?

A Model for Predicting Advertising Intensity Around Emissions-Related Tax Changes

Yiting Deng, Min Jiang, Xiaodong Jiang
DOI: 10.2501/JAR-2022-029 Published 1 March 2023
Yiting Deng
University College London,
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  • For correspondence: yiting.deng@ucl.ac.uk
Min Jiang
Shanghai Normal University,
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  • For correspondence: jiangmin@shnu.edu.cn
Xiaodong Jiang
Shanghai University of Finance and Economics,
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  • For correspondence: jxd@mail.shufe.edu.cn
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Abstract

Many countries have leveraged sales tax to discourage (or encourage) consumption of socially undesirable (or desirable) products. This article uses several exogenous vehicle sales tax change events to examine the effect of the low-emission vehicle sales tax rate on automobile brands’ television advertising strategies. Empirical results suggest that companies exhibit procyclical advertising behavior in response to the external tax rate change. Moreover, the sales tax rate affects advertisers’ selection of television networks and advertising slots. These results have important economic consequences for the media market, as well as managerial implications for marketers, broadcasters, and policymakers.

Keywords:
  • Sales tax
  • television advertising strategy
  • procyclical advertising behavior
  • automobile industry
  • Received January 8, 2022.
  • Received (in revised form) August 5, 2022.
  • Accepted August 9, 2022.
  • Copyright © 2023 ARF. All rights reserved.
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Vol 63 Issue 1

Journal of Advertising Research: 63 (1)
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How Do Taxes on Car Sales Affect Television Advertising Strategies?
Yiting Deng, Min Jiang, Xiaodong Jiang
Journal of Advertising Research Mar 2023, 63 (1) 1-16; DOI: 10.2501/JAR-2022-029

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How Do Taxes on Car Sales Affect Television Advertising Strategies?
Yiting Deng, Min Jiang, Xiaodong Jiang
Journal of Advertising Research Mar 2023, 63 (1) 1-16; DOI: 10.2501/JAR-2022-029
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Keywords

Sales tax
television advertising strategy
procyclical advertising behavior
automobile industry
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