Generic and Brand Advertising Strategies Under Inter-Industry Competition
Volume: 4, Issue: 1-3, Pages: 18 - 27
Published: Feb 20, 2017
Abstract
Industries invest in over billion dollars annually to drive up the primary demand and to fence off competing new industries’ threat to their customer bases. Companies in addition to contributing to industry generic campaign also heavily rely on brand advertising in order to capture a greater market share. Using a game-theoretic approach, we study generic and brand advertising competition under such an inter-industry competitive framework. We...
Paper Details
Title
Generic and Brand Advertising Strategies Under Inter-Industry Competition
Published Date
Feb 20, 2017
Volume
4
Issue
1-3
Pages
18 - 27
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