Buehler, Stefan; Halbheer, Daniel - In: Journal of Economic Behavior & Organization 84 (2012) 1, pp. 439-450
, both quality and cost leaders choose higher advertising intensities and charge higher prices than their competitors. In …This paper provides a formal analysis of persuasive advertising when firms compete for consumers with heterogenous …-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of conformity. In equilibrium …