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Vertical Product Differentiation and Advertising


  • Caroline Elliott


A duopoly model is developed in which firms' strategic variables include brand quality, the number of distinct market segments to enter and price. Informative advertising is used to overcome consumer ignorance about brands. In contrast to many existing models in which firms engage in price competition, the subgame perfect equilibria of the game are not characterised by the production of vertically differentiated products. Further, whilst the firms typically produce identical high quality products, in some circumstances the production of homogeneous low quality brands can be an equilibrium strategy.

Suggested Citation

  • Caroline Elliott, 2004. "Vertical Product Differentiation and Advertising," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 11(1), pages 37-53.
  • Handle: RePEc:taf:ijecbs:v:11:y:2004:i:1:p:37-53 DOI: 10.1080/1357151032000172228

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    References listed on IDEAS

    1. White, Halbert, 1980. "A Heteroskedasticity-Consistent Covariance Matrix Estimator and a Direct Test for Heteroskedasticity," Econometrica, Econometric Society, vol. 48(4), pages 817-838, May.
    2. Lindley, James T & Selby, Edward B, Jr & Jackson, John D, 1984. "Racial Discrimination in the Provision of Financial Services," American Economic Review, American Economic Association, vol. 74(4), pages 735-741, September.
    3. Cotton, Jeremiah, 1988. "On the Decomposition of Wage Differentials," The Review of Economics and Statistics, MIT Press, vol. 70(2), pages 236-243, May.
    4. Phelps, Edmund S, 1972. "The Statistical Theory of Racism and Sexism," American Economic Review, American Economic Association, vol. 62(4), pages 659-661, September.
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    Cited by:

    1. Stoneman, Paul, 2011. "Soft Innovation: Economics, Product Aesthetics, and the Creative Industries," OUP Catalogue, Oxford University Press, number 9780199697021, June.

    More about this item


    Product Differentiation; Advertising; Duopoly; JEL Classifications: C7; D8; L1;

    JEL classification:

    • C7 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance


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