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 …

centre of a Hotelling line. Finally, we provide three applications of our results to monopoly advertising under a uniform …

We study a simultaneous move game of targeted advertising and pricing in a market with various consumer segments. In … advertising, they can obtain positive profits. In equilibrium, firms price very aggressively when they address the most profitable …

existed for decades. Yet the growth of online gaming has contributed to the integration of targeted advertising into consumers …

When a manufacturer advertises, what is the impact on retailer advertising? I analyze a contest model of advertising … where total advertising by the manufacturer and by retailers determines market size, and the relative level of advertising … increased manufacturer advertising increases retail advertising. But if one retailer is stronger, then marginal increases in …