Bergès, Fabian; Monier-Dilhan, Sylvette - In: Economics Bulletin 33 (2013) 4, pp. 2968-2981
A retailer has different opportunities to advertise in the media: emphasizing the store image or promoting specifically its private label (PL). In the first option, advertising benefits all products sold, whereas in the alternative, only store brands are concerned by image improvement. We...