Measuring advertising intensity and intangible capital in the Greek food industry |
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| Authors: | Athanasia Mavrommati Athanasios Papadopoulos |
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| Institution: | 1. Technical University of Crete , Department of Production Engineering and Management, Dss Laboratory, Campus University , Kounoupidiana, 73100, Chania, Greece;2. University of Crete , Department of Economics, University of Crete Rethymno , Crete, Greece GR 74100 |
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| Abstract: | The objective of the present paper is to examine market conduct and its determinants in the Greek food industry and to measure how and to what degree the industry and the firm's structural characteristics affect advertising intensity. An advertising intensity model giving emphasis to intangible capital is formulated. Data from ICAP have been used on a four-digit classification for the food industry during the 1990–1997 period. The empirical results indicate that intangible capital positively affects the advertising intensity of the firm and plays an important role in strategies that affect total cost, demand and structure of the market. |
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