Non-comparative and comparative advertising in oligopolistic markets

Maria Alipranti, Evangelos Mitrokostas, Emmanuel Petrakis

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Abstract

We study firms’ advertising strategies in an oligopolistic market in which both non-comparative and comparative advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of comparative advertising exceeding that of non-comparative advertising; moreover, that the intensity of comparative increases relatively to non-comparative advertising as market competition intensifies. Interestingly, the use of comparative advertising may lead to higher consumers’ surplus and welfare in a mixed advertising market than in the absence of advertising or when either comparative or non-comparative advertising is not present.
Original languageEnglish
JournalThe Manchester School
Early online date24 Jan 2017
DOIs
Publication statusEarly online - 24 Jan 2017

Keywords

  • Comparative Advertising
  • Non-comparative advertising
  • Oligopoly
  • Product Differentiation

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