This paper considers recent proposals for restricting keyword advertising using competitor brand names. Keyword … advertising is similar to many other widely used and valuable methods of marketing to the customers of rivals that increase … competition and facilitate entry. Queries for products or services using search engines help inform consumers about other …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe … (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in … sportswear products. The results on simple linear regression exposed that advertising has a significant influence on brand trust …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 … between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of …

. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … risk and brand differences have been the prime factors in making buying decision for new brands among the consumers …. Consumers also ascertain the brand name associated with the unfamiliar brands as they feel high risk averse and entangle in …

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids … significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The … studies on advertising targeted at kids in Pakistan. …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising … (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that …

, I further study how several factors, including competition by a large number of sellers, would affect the equilibrium …

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 …