광고비와 소비지출의 상관관계에 관한 연구

Abstract

ABSTRACT

A Study on the Correlation between Advertising cost and Consumption expenditure

Yoon Jin-Il Advisor : Prof. Park Jin-Seok, Ph.D. Dept. of Economics Graduate School of Chosun University

The purpose of this study is to investigate interrelationships between advertising cost and consumption expenditure. Advertising cost and consumption expenditure data used here are obtained from annual report of advertising and national accounts. The data covers the periods from 1992:2 to 2007:2. In order to investigate the possible causality relationships between advertising cost and consumption expenditure, unit root test and Granger causality test were performed. The main results of this study are as follows. First, unit roots exist for level variable of advertising cost, however unit roots does not exist for first differenced variable of advertising cost and for the level variable of consumption expenditure. Therefore, first differenced variable of advertising cost and the level variable of consumption expenditure were used in Granger causality test. Second, the results of Granger casuality test showed that advertising cost affected the fluctuations of consumption expenditure.