Bühler, Stefan; Halbheer, Daniel - School of Economics and Political Science, Universität … - 2011
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 … the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of …