Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate … endorsements as a modern marketing technique on customers' purchase of luxury brands. Applyingthe signaling theory and quantitative … impact on consumers' perceptions of psychological ownership, brand trust and brand attitude. Notably, the customer …

buyer into a bad purchase through (costly) deceptive advertising. We characterize the equilibrium set of the game and argue … actually enhance competition. Finally, we characterize the optimal deterrence by a regulatory agency that seeks to punish …

Firms invest significantly in advertising with the intent of influencing consumers favorably towards their goods. Along … with advertising, word of mouth also plays an important role in shaping consumer opinion about a firm's goods. In many … than positive ones). This research analyzes the impact of such word of mouth behaviors on a firm's advertising strategies …

Advertising is commonly regarded as a strategic tool to increase demand and steal business from competitors. The … present work studies the competitive effects of advertising in a two-period game with incomplete information about the … the post-entry game is independent of the pre-entry advertising decision. Assuming that pre-entry advertising by an …

competition in digital markets and for antitrust and regulatory lawyers working in this field. It concludes that due to the high …

Facebook and Instagram. We first estimate advertising effectiveness at baseline across our broad sample. We then estimate the …

The Federal Trade Commission should avoid laying the groundwork for more onerous regulation of the online advertising … Online Behavioral Advertising," the burden of proof remains on the FTC to show how concrete, not conjectural harms, would … flow from efforts to create more targeted forms of advertising, before creating more regulatory mandates that would co …