Roma, Paolo; Perrone, Giovanni - In: Review of Marketing Science 8 (2010) 1, pp. 4-4
both price and brand advertising competition, coordination in generic advertising has not been unraveled. In order to deal …, simultaneously, compete by setting price and brand advertising. Under independent contribution, we show that when generic advertising … generic advertising. However, this will result in a higher industry profit if either price or brand advertising competition is …