Mehir Baidya, Bipasha Maity
Thiagarajar School of Management, Thirupparakundram Madurai, India

Kamal Ghose
Kaplan Business School, Adelaide, Australia

Year: July 2017
Volume: 27 No. 1
Pages: 165–174


Understanding the contributions of brand and marketing activities to sales is vital to make smart decisions. This study attempts to investigate this issue empirically. Data were gathered from two brands in frequently purchase packaged goods category. Two double-log regression models were fitted to data. We find that brand and marketing activities contribute to sales significantly. Managers may find our findings useful to allocate fund between short-term and long-term marketing actions. As far as our knowledge is concerned, this constitutes the first empirical work of economics of branding for regional brands in India.