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| Ralf Dewenter, Ulrich Heimeshoff and Tobias Thomas |
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| ''Media Coverage and Car Manufacturers' Sales'' |
| ( 2016, Vol. 36 No.2 ) |
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| 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. |
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| Keywords: media coverage, consumer behavior, car registrations |
JEL: D1 - Household Behavior: General
L6 - Industry Studies: Manufacturing: General |
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| Manuscript Received : Feb 23 2016 | | Manuscript Accepted : Jun 11 2016 |
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