We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted … the structural model. These attack matrices identify diversion ratios and hence comparative advertising damage measures …. We find that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived …

We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted … the structural model. These attack matrices identify diversion ratios and hence comparative advertising damage measures …. We find that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived …

We empirically study the information-persuasion trade-off in advertising using data on the information content of …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … attack matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that … outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived quality and cause more …

distinction seems to emerge. On the one hand, systems that rely on market-based competition in pharmaceuticals promote a clear …

but generates an ambiguous effect on the consumption of pharmaceuticals. When patent extensions have an inverted-U effect …

advertising on consumer brand choice and search behavior. Under imperfect information, advertising can affect consumer behavior by … providing economically relevant information in a convenient way. I find that advertising has an increasing effect on consumers …