Generic Advertising, Brand Advertising and Price Competition: An Analysis of Free-Riding Effects and Coordination Mechanisms
Year of publication: |
2010
|
---|---|
Authors: | Roma, Paolo ; Perrone, Giovanni |
Published in: |
Review of Marketing Science. - De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 8.2010, 1
|
Publisher: |
De Gruyter |
Subject: | generic advertising | brand advertising | price competition | free-riding | coordination | cost-sharing |
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