-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction … ; pricing ; advertising …

investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by … interpreting advertising expenditures as an investment in brand capital, the approach in this paper provides a novel way to measure … advertising expenditures which standard asset pricing models cannot. The estimation results also show that brand equity accounts …

Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising … channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e ….g., digital advertising affecting online sales) and across channels (e.g., digital advertising affecting offline sales). We …

Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial … our finding for advertising in emerging markets and for the development of a global consumer culture …

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand …'s advertising effort, performing this task both in the static and in the dynamic game. Then, I show that an analogous result emerges …'s advertising effort; and (ii) by using a contract which is linear in the brand equity, in the dynamic case …

-based coupons and consumer choice behavior, we analyze when, where and how location-based advertising works. We particularly examine …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …