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Ralf Dewenter, Ulrich Heimeshoff and Tobias Thomas
''Media Coverage and Car Manufacturers' Sales''
( 2016, Vol. 36 No.2 )
A wide range of media-provided information on many products is based on reviews or expert opinions. The effects of such information on product sales is analyzed in a small but growing literature in economics and marketing science. However, there is much more general coverage on companies and products in the media than product reviews and ex-pert opinions. Based on a unique dataset, we test whether coverage of car manufacturers in leading media outlets has significant impact on new car registrations in Germany. We find that positive media coverage has a statistically significant effect on the number of new cars sold by several leading manufacturers on the German car market.
Keywords: media coverage, consumer behavior, car registrations
JEL: D1 - Household Behavior: General
L6 - Industry Studies: Manufacturing: General
Manuscript Received : Feb 23 2016 Manuscript Accepted : Jun 11 2016

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