Kosin, Isariyawongse; Yasushi, Kudo; Tremblay Victor J. - In: Journal of Agricultural & Food Industrial Organization 7 (2009) 1, pp. 1-22
This paper analyzes the interactions between generic advertising, brand advertising, and firm profits when brand advertising is purely informative. We develop duopoly models with vertical and horizontal differentiation when brand advertising lowers consumer search costs of identifying brand...