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Umbrella branding and the provision of quality
Hakenes, Hendrik; Peitz, Martin - 2006
the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …
Persistent link: https://www.econbiz.de/10010365881
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Generic and Brand Advertising Strategies in a Dynamic Duopoly
Bass (deceased), Frank M. - 2009
To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using … allocation of its benefits, however, have little effect on the long-run market shares, which are determined by brand …
Persistent link: https://www.econbiz.de/10012766678
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Umbrella Branding and the Provision of Quality
Peitz, Martin; Hakenes, Hendrik - 2021
the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …
Persistent link: https://www.econbiz.de/10013318794
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Neuroökonomie und Neuromarketing: Neurale Korrelate strategischer Entscheidungen
Hain, Cornelia; Lehmann-Waffenschmidt, Marco; Kenning, Peter - 2007
Die Bedeutung von Emotionen und Affekten bei ökonomischen Entscheidungen wird seit mehreren Jahren in der ökonomischen Literatur diskutiert (z. B. Rabin, 1998). Eine Erklärung der empirischen Evidenz in diesem Bereich, die über eine bloß phänomenologische Ebene hinausgeht, verlangt eine...
Persistent link: https://www.econbiz.de/10010296816
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Do Consumers Benefit from Concentration in the New Economy? A Review of Google's Mergers, Acquisitions, and Arrangements
Beschorner, Patrick Frank Ernst - 2008
Within the last three years, Google has acquired YouTube and DoubleClick and has attempted to control part of Yahoo!'s search advertising business. Two of the deals have not raised antitrust concerns by competition authorities. I review these deals with a focus on consumer welfare. Consumers are...
Persistent link: https://www.econbiz.de/10010298703
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Zeitvarianz und Zeitinvarianz - mathematische Untersuchungen zum Zeitverhalten des Produktlebenszyklus
Herold, Jörg; Polzin, Kerstin - 2011
Genaue Prognosen von Absatzmöglichkeiten und Marktpotenzialen für Innovationen können heute ein entscheidender Faktor sein, um sich auf dem Markt zu behaupten. Ein verspäteter Markteintritt kann gravierende Auswirkungen auf den Umsatz und somit auf den Erfolg des Unternehmens haben. Dieser...
Persistent link: https://www.econbiz.de/10010304810
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Technology licensing by advertising supported media platforms: An application to internet search engines
Sapi, Geza; Suleymanova, Irina - 2011
We develop a duopoly model with advertising supported platforms and analyze incentives of a superior firm to license its advanced technologies to an inferior rival. We highlight the role of two technologies characteristic for media platforms: The technology to produce content and to place...
Persistent link: https://www.econbiz.de/10010305860
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Advertised meeting-the-competition clauses: Collusion instead of price discrimination
Budzinski, Oliver; Kretschmer, Jürgen-Peter - 2010
Pricing strategies may include the advertising of meeting-the-competition clauses (MCCs). We show in a specific spatial model scenario with differently informed consumers that MCCs primarily serve as a device to facilitate collusion instead of allowing for price discrimination between these...
Persistent link: https://www.econbiz.de/10010321690
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Customer Directed Advertising and Product Quality
Esteban, Lola; Hernandez, Jose M.; Moraga-Gonzalez, … - 2001
This paper studies the relationship between three key elements of the marketing mix, namely, price, product, and promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general advertising technology for the study of three promotional...
Persistent link: https://www.econbiz.de/10010324895
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The market for fake observations
Brekke, Kjell Arne; Nilsen, Tore - 2011
We show how increased competition in a media market may have implications for the competition between firms that are advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising space in a media market and find that there is more...
Persistent link: https://www.econbiz.de/10010330239