Estimation des effets de court terme et de long terme des décisions marketing : Les modèles VAR,la modélisation ECM et la théorie de la cointégration

Abstract

La théorie marketing a mis en évidence plusieurs facteurs qui peuvent influencer durablement les performances d'une marque. Cet article propose d'étudier l'existence de ces effets par une méthodologie fondée sur les modèles VAR, la théorie de la cointégration et la modélisation VECM. Elle comporte trois étapes : — d'abord des tests de racine unitaire sont effectués pour déterminer si les variables sont stationnaires ou évolutives; — lorsque celles-ci sont non-stationnaires des tests de cointégration sont réalisés pour vérifier l'existence d'une relation de long terme entre ces variables et l'estimation éventuelle de leur représentation VECM par des méthodes appropriées; — et enfin, les fonctions de réponse impulsionnelle sont utilisées pour analyser les effets permanents sur les variables d'un choc exogène sur l'une d'elles.

Cette méthodologie est illustrée par une application portant sur la relation entre la publicité et les ventes. Les résultats montrent que dans les marchés évolutifs, les effets des investissements publicitaires sur les ventes persistent dans le temps.

Keywords

cointégration court terme VECM fonction de réponse impulsionnelle long terme publicité racine unitaire stationnarité VAR ventes

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