Boland, Michael A.; Crespi, John M.; Silva, Jena; Xia, Tian - In: Journal of Agricultural and Resource Economics 37 (2012) 1
This paper determines the benefits and costs of firm-level advertising in a monopolistically competitive industry. The model is useful in an environment in which firm-level costs may be absent or imprecise. The empirical example uses data on the advertising for a new line of prune snacks by...