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 …

-comparative advertising a firm signals its own quality, under comparative advertising a firm signals the quality differential. In both … firms advertise. Under comparative advertising the firms never advertise together which they may do under non …-comparative advertising. …

-comparative advertising a firm signals its own quality, under comparative advertising a firm signals the quality differential. In both … firms advertise. Under comparative advertising the firms never advertise together which they may do under non …-comparative advertising. …

quality; in the second one, they send costly signals thereof. Under non-comparative advertising a firm advertises its own … quality, under comparative advertising a firm advertises the quality differential. In either scenario, under comparative … advertising the firms never advertise together which they may do under non-comparative advertising. Moreover, under comparative …

quality; in the second one, they send costly signals thereof. Under non-comparative advertising a firm advertises its own … quality, under comparative advertising a firm advertises the quality differential. In either scenario, under comparative … advertising the firms never advertise together which they may do under non-comparative advertising. Moreover, under comparative …

This paper studies how advertising influences firms’ incentives to invest in R&D. The link between advertising and … industry innovation is important, not only because advertising can spur R&D by spreading product knowledge, but also because … advertising can discourage new innovative firms from entering the industry. This paper finds that a worse advertising technology …

This paper studies profit-maximizing seller behavior when brand image affects consumer demand. We consider a seller … facing a population of consumers with heterogeneous tastes regarding product quality and brand image. First, we analyze … “active branding” by the seller through costly advertising. Our analysis shows that advertising, price and profits are all …

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 …

analyze a monopoly firm's choice of advertising content and the information disclosed to consumers. The firm advertises only …