We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …

We study the relation between ad networks, consumer privacy and the online advertising market. We consider two …). We show that tracking may increase or decrease the provision of ads, depending on its effect on expected advertising …

The last decades have seen large improvements in digital advertising technology that allowed firms to better target … specific consumer tastes. This research studies the relationship among digital advertising, the rise of varieties, and economic … welfare. We develop a model of advertising and varieties where firms choose the intensity of digital ads directed at specific …

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury … brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media … review, the purpose of this article is to analyze how luxury brands can manage scarcity and the use of Internet. To answer …

Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities …. Although online advertising methods are a relatively new concept compared to the established traditional ways of advertising …

. Information can come through two different channels: advertising and sequential consumer search. We arrive at the following … results. First, there is no monotone relationship between prices and the degree of advertising. Second, advertising and search … are “substitutes” for a large range of parameters. Third, when the cost of either search or advertising vanishes, the …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …