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Theoretical Approaches To Assess The Impact Of Advertising On Consumers And Market Competition

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  • Maryna SOBOLIEVA

    (Taras Shevchenko National University of Kyiv, Ukraine)

Abstract

In the article we examine theoretical perspectives on the impact of advertising on consumer behavior, entry barriers in the industry, the structure of the industry, the competitive behavior of firms and market power; systemize structure of the research of advertising impact on consumer behavior; analyze the main results of empirical studies of the effects of advertising on the competitive relationship in the market.

Suggested Citation

  • Maryna SOBOLIEVA, 2016. "Theoretical Approaches To Assess The Impact Of Advertising On Consumers And Market Competition," The USV Annals of Economics and Public Administration, Stefan cel Mare University of Suceava, Romania, Faculty of Economics and Public Administration, vol. 16(Special), pages 54-59, July.
    • Handle: RePEc:scm:usvaep:v:16:y:2016:i:1(23):p:54-59
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