NATIONAL AND RETAIL ADVERTISING: THEIR EFFECTS ON COMPETITION
There are two basic theoretical views of how advertising affects competition. One school of thought suggests that advertising decreases competition. Kaldor (1950) argued that through economies of scale in advertising, advertising increases market concentration. Also, Bain (1956) suggested that advertising causes strong product differentiation and brand loyalty, which are barriers to entry and will lead to higher concentration.
Year of publication: |
1990
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Authors: | TOKLE, ROBERT J. |
Published in: |
Studies in Economics and Finance. - MCB UP Ltd, ISSN 1755-6791, ZDB-ID 2070355-7. - Vol. 13.1990, 1, p. 56-72
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Publisher: |
MCB UP Ltd |
Saved in:
Online Resource
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