I model manufacturers competing through a retailer. I model two types of advertising that each firm can engage in …: advertising that increases product differentiation and advertising that increases (possibly perceived) value of the product. While … the two types of advertising result in qualitatively similar comparative statics without a retailer in the model, I show …

Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price … competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising … effects materialize, and the role of competitive advertising in the category. The authors develop a Hierarchical Dynamic …

Under the practice of “digital co-op”, manufacturers subsidize the online advertising expenditures of retailers that … they sell their products through, even though retailers typically compete with manufacturers in the advertising market and … search advertising in which an ad slot is sold through a second-price auction, we obtain the key insight that a manufacturer …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

Given that consumers value quality, and such advertising content informs consumers' beliefs about quality, it is not … surprising that high quality brands emphasize quality in their advertising content. What is less obvious is whether firms with … lower quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We …

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers … and retailers. Due to the highly concentrated market of search advertising, a manufacturer's and its retailers' ads can … fixed percentage of each retailer's advertising cost, while at the same time competes with its retailers and outside …

stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising …, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure … either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining …

advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes … toward social media advertising on their ad clicking and online buying behaviors. To meet the objectives of the current study …. Results reveal four factors of consumer beliefs about social media advertising. However, only two dimensions i.e. information …