Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs
Standard models of competition predict that firms will sell less when competitors target their customers with advertising. This is particularly true in mature markets with many competitors that sell relatively undifferentiated products. However, the authors present findings from a large-scale random...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
American Marketing Association
2014
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| Online Access: | http://hdl.handle.net/1721.1/90833 https://orcid.org/0000-0003-2758-0116 |