Dynamic Voluntary Advertising and Vertical Product Quality
We investigate the dynamic relationship between advertising and product quality under duopolistic competition. By using a simplified vertical product differentiation model with voluntary advertising, we show that the firm with larger market share has a larger advertising share and that there is a positive relationship between the difference in product quality and the number of customers in an industry.
|Date of creation:||01 Dec 2012|
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- Mark J. Roberts & Larry Samuelson, 1988.
"An Empirical Analysis of Dynamic, Nonprice Competition in an Oligopolistic Industry,"
RAND Journal of Economics,
The RAND Corporation, vol. 19(2), pages 200-220, Summer.
- Roberts, M.J. & Samuelson, L., 1988. "An Empirical Analysis Of Dynamic, Non-Price Competition In An Oligopolistic Industry," Papers 3-88-14, Pennsylvania State - Department of Economics.
- Claudio A. Piga, 1998. "A Dynamic Model of Advertising and Product Differentiation," Review of Industrial Organization, Springer, vol. 13(5), pages 509-522, October.
- Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
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