A model of repeat advertising
AbstractAdvertising conveys information not only about product characteristics but also about the number of consumers who know about the product. More advertising may shift expectations towards a larger consumer base, increasing buyers' valuation when there are consumption externalities.
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Bibliographic InfoArticle provided by Elsevier in its journal Economics Letters.
Volume (Year): 111 (2011)
Issue (Month): 1 (April)
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Web page: http://www.elsevier.com/locate/ecolet
Advertising Coordination Consumption externality;
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