conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of …

conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than … asymmetries between firms. -- advertising ; social attitude ; consumption externality ; quality …This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers …

Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand …'s advertising effort, performing this task both in the static and in the dynamic game. then, I show that an analogous result emerges …'s advertising effort; and (ii) by using a contract which is linear in the brand equity, in the dynamic case. …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction … ; pricing ; advertising …

Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand …'s advertising effort, performing this task both in the static and in the dynamic game. Then, I show that an analogous result emerges …'s advertising effort; and (ii) by using a contract which is linear in the brand equity, in the dynamic case …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

There is widespread evidence that some firms use false advertising to overstate the value of their products. Using a … advertising actively influences rational buyers. We analyze the effects of policy under different welfare objectives and establish … a set of demand and parameter conditions where policy optimally permits a positive level of false advertising. Further …

Firms signal high quality through high prices even if the market structure is highly competitive and price competition … is severe. In a symmetric Bertrand oligopoly where products may differ only in their quality, production cost is … increasing in quality and the quality of each firm’s product is private information (not known to consumers or to other firms …