BARIGOZZI, Francesca; GARELLA, Paolo Giorgio; PEITZ, Martin - Dipartimento di Economia, Management e Metodi … - 2008
We extend the theory of advertising as a quality signal, using a model where an entrant can choose to advertise by comparing its product to that of an established incumbent. Comparative advertising, comparing quality of one’s own product to that of a rival’s, empowers the latter to file for...