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 …

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 …

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 …

rationalizing quality-equivalent line extensions. Under competition, both average quality and market coverage are (weakly) higher … but monopoly can yield higher welfare than competition. …

the dynamics of advertising resulting from its role in the accumulation of goodwill for a product or a brand. …This chapter proposes an analysis of the role of advertising in the transmission of information in markets. It also … describes how the economic analysis of informative advertising provides a satisfactory account of advertising practices and …

image-concerned consumers buy excessive quality instead. Monopoly may therefore yield higher welfare than competition …