We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which escalates consumers' willingness to purchase goods...

This study analyzes advertiser firms' product differentiation strategies and the relationship two media advertising effect, mass media and online media. We derive an inverse demand function from the utility function relating to the evaluation of the goods' additional information that consumers...

This study analyzes the type of advertisements firms pursue when they engage in Cournot competition, especially when goods are complementary in a multimedia environment. Advertisements are classified into search-linked advertisements for online advertisements and TV commercials for mass media...

We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which escalates consumers' willingness to purchase goods...

Expansion of the cloud computing market, a major reform in information and communication technology (ICT), has attracted wide attention. From the perspective of companies that need cloud services, if access to cloud spreads is available on rent instead of sales, initial investment cost will...

When firms use advertising to differentiate their products and increase consumer appreciation of their products, the strategy, i.e., price or quantity, depends on the degree of product differentiation and the magnitude of advertising costs. If advertising costs in Bertrand competition are very...

In this research, we performed AHP analysis on what sentiments or emotions have the capacity to affect the WTP and WTA required by consumers, with respect to personal information leaks during internet use. The analysis results revealed differences in consumer sentiment and emotion during the...

In this paper, we measure users' disutility from advertisements accompanying movies supplied by media based on the results gathered through our own survey questionnaire. First, we confirmed the importance of measuring the disutility of advertisements based on the theoretical economic model...

The purpose of this research is to discuss Japanese financial instability and both private life insurance and public life insurance (Kampo) demand. At the same time, we also consider Kampo’s main role and what Kampo should be as an insurance service provider in the future. From empirically...

The market for cloud computing is expected to rapidly expand and change the nature of ICT across all sectors; cloud computing transforms ICT from a tool dependent upon investment and physical ownership to one that can easily make use of outside resources. In this paper, the impact of the...