Construct · 1 fields · 1 citations

advertising cyclicality: a standalone construct

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Marketing

the degree to which a country's advertising spending moves with the business cycle, measured as co-movement with GDP and compared across cultures.

In marketing, advertising cyclicality refers to the degree to which a country's advertising spending moves with the business cycle, measured as co-movement with GDP and compared across cultures. This meaning comes from Deleersnyder (2009) in Journal of Marketing Research.[1]

Unit
Recovery means
Measured by

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Nearby constructs

business1 fields · 1 citationsanchor · a standalone construct cycle4 fields · 4 citationsjingle · one word, four constructs degree1 fields · 1 citationsanchor · a standalone construct

References

Deleersnyder, B., Dekimpe, M. G., Steenkamp, J. E. M., & Leeflang, P. S. H. (2009). The Role of National Culture in Advertising's Sensitivity to Business Cycles: An Investigation across Continents. Journal of Marketing Research, 46(5), 623-636. https://doi.org/10.1509/jmkr.46.5.623

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