Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of … advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions …. Within this dynamic framework, we study two different models of advertising: In the first model, advertising influences the …

organization model to explore their role in advertising competition. There are two firms and infinitely many identical consumers … at the retailer and buy their most preferred brands. The order in which a consumer sees the advertising messages affects … -- the last encountered brand. The equilibrium of the advertising game is characterized separately under the primacy and the …

simultaneously choose whether to advertise or not. Advertising increases the own immediate sales, but may also cause an externality …