Emons, Winand; Fluet, Claude - In: International Journal of Industrial Organization 30 (2012) 4, pp. 352-360
quality; in the second one, they send costly signals thereof. Under non-comparative advertising a firm advertises its own … quality, under comparative advertising a firm advertises the quality differential. In either scenario, under comparative … advertising the firms never advertise together which they may do under non-comparative advertising. Moreover, under comparative …