Economists have emphasized the role of dissipative advertising and price as signals of quality. Most works, however …&D efforts and therefore are both uncertain. I characterize the optimal separating marketing mix (price and advertising) when …), advertising appears to be necessary together with price to signal quality. Equilibrium profits depend on cost but not on quality …

the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …

-to-pay for brands, and brand recall. The main predictors of attention include the type of news and the match between individual …We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles …, respondents choose between cash or vouchers for the brands advertised. Attention to ads is a predictor both of willingness …