Zheng, Yuqing; Bar, Talia; Kaiser, Harry M. - In: American Journal of Agricultural Economics 92 (2010) 3, pp. 740-754
We examine how benefits of mandated generic advertising vary with firm size in an asymmetric Cournot oligopoly market. Generic advertising, funded through a mandatory assessment, changes demand but also increases firms' costs. The effect on a firm's profits depends upon the nature of the change...