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

-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 …

advertising on television (TV) to compete for a greater share of the market of a particular good. Government regulations limit the … total amount of negative advertising time either firm can buy. The two rival firms choose how much negative advertising time … this equilibrium is unique. Finally, we ascertain the amount of negative advertising time the two firms would buy if they …

advertising on television (TV) to compete for a greater share of the market of a particular good. Government regulations limit the … total amount of negative advertising time either firm can buy. The two rival firms choose how much negative advertising time … this equilibrium is unique. Finally, we ascertain the amount of negative advertising time the two firms would buy if they …

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …