How Emissions-Driven Tax Policies Influence Auto Brands’ Advertising Strategies

How Emissions-Driven Tax Policies Influence Auto Brands’ Advertising Strategies

  • JOURNAL OF ADVERTISING RESEARCH
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Summary

Auto companies in many countries tend to reduce ad spend toward promoting low-emission vehicles in the face of unfavorable tax policies, but this may not be the optimal advertising strategy and can have a profound effect on the rest of the media market, new research has found.

Author Bios:

Yiting Deng (yiting.deng@ucl.ac.uk) is an assistant professor of marketing and analytics at the UCL School of Management, University College London. Her main research interests are in digital platforms and advertising.

Min Jiang (jiangmin@shnu.edu.cn) is a lecturer at the Shanghai Institute of Tourism, Shanghai Normal University. Her research expertise is in advertising, media consumption and two-sided markets.

Xiaodong Jiang (jxd@mail.shufe.edu.cn) is an associate professor of marketing at the College of Business, Shanghai University of Finance and Economics. His research centers on advertising, social media marketing and sensory marketing.