Causality between advertising and sales: new evidence from cointegration

It is puzzling that previous studies have found causality only in one direction from sales to advertising, but not the reverse. Employing the sequential causality tests of Toda Phillips (1993), the casual relationship between advertising and sales appears to run in both directions. This finding provides evidence that conventional causality tests can be misleading.

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Year of publication:	1996
Authors:	Lee, Junsoo ; Shin, B. S. ; Chung, In
Published in:	Applied Economics Letters. - Taylor & Francis Journals, ISSN 1350-4851. - Vol. 3.1996, 5, p. 299-301
Publisher:	Taylor & Francis Journals

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Extent:	text/html
Type of publication:	Article
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005629380