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Persistent link: https://www.econbiz.de/10003709946
Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Consequently, we lack both the empirical knowledge and...
Persistent link: https://www.econbiz.de/10012751638
We incorporate the effects of churn, which refers to customers switching to competing brands, in a dynamic model of advertising for oligopoly markets. Each firm's market share depends not only on own and competitors' advertising decisions, but also on market churn. Applying differential game...
Persistent link: https://www.econbiz.de/10012832875
We examine an oligopoly model of advertising competition where each firm's market share depends on its own and its competitors' advertising decisions. A differential game model is developed and used to derive the closed-loop Nash equilibrium under symmetric as well as asymmetric competition. We...
Persistent link: https://www.econbiz.de/10014046681