Advertising between Archetype and Brand Personality
نویسندگان
چکیده
منابع مشابه
Advertising, brand loyalty and pricing
I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive advertising is introduced to homogenous product markets, provides an alternative explanation for price dispersion phenomena. Despite ex-ante symmetry, the eq...
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ژورنال
عنوان ژورنال: Administrative Sciences
سال: 2016
ISSN: 2076-3387
DOI: 10.3390/admsci6020005