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QUALITY INVESTMENT AND ADVERTISING:
AN EMPIRICAL ANALYSIS OF THE AUTO INDUSTRY
by
Linli Xu
A Dissertation Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(BUSINESS ADMINISTRATION)
May 2012
Copyright 2012 Linli Xu
Object Description
| Title | Quality investment and advertising: an empirical analysis of the auto industry |
| Author | Xu, Linli |
| Author email | linlixu@usc.edu;linlixu2um@gmail.com |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Business Administration |
| School | Marshal School of Business |
| Date defended/completed | 2012-03-22 |
| Date submitted | 2012-04-26 |
| Date approved | 2012-04-27 |
| Restricted until | 2012-04-27 |
| Date published | 2012-04-27 |
| Advisor (committee chair) |
Siddarth , S. Wilbur, Kenneth C. |
| Advisor (committee member) |
Dukes, Anthony Luo, Lan Che, Hai Tan, Guofu |
| Abstract | Quality is one of the most important factors that drive the market position of a product, which determines the success of the firm. Firms may be able to influence how consumers perceive their product quality through product design, advertising, promotion, pricing, and distribution channel. ❧ This dissertation first investigates how price advertising by different channel members would affect consumer quality perceptions. It suggests that manufacturer price advertising leads to lower perceived product quality than price advertising by dealers, and such effect has significant impact on total channel profits. This implies that manufacturers and their retailers might benefit from coordinating their price advertising messages and could consider to pulsing their brand advertising and price advertising simultaneously. ❧ The second chapter of this dissertation examines the effects of competition and product entry on firms’ investment in perceived product quality. It shows that competition has a greater impact on quality laggard’s investment, and that a new product entry might cause a more serious threat to quality laggards and could drive them out of business. It also demonstrates that the recently developed dynamic structural models could be used to predict competitive reactions in product quality and could improve the prediction accuracy comparing with a reduced-form descriptive model. |
| Keyword | quality investment; advertising; automotive industry; dynamic structural models; empirical industrial organization; choice model |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Xu, Linli |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-XuLinli-669.pdf |
Description
| Title | Page 1 |
| Full text | QUALITY INVESTMENT AND ADVERTISING: AN EMPIRICAL ANALYSIS OF THE AUTO INDUSTRY by Linli Xu A Dissertation Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY (BUSINESS ADMINISTRATION) May 2012 Copyright 2012 Linli Xu |
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