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排序方式: 共有532条查询结果,搜索用时 15 毫秒
51.
Matthias R. Greuner David R. Kamerschen Peter G. Klein 《International Journal of the Economics of Business》2000,7(3):245-261
Is advertising anticompetitive? One school of thought in industrial economics holds that advertising increases profits and reduces consumer welfare by creating spurious product differentiation and barriers to entry. Another school focuses on the informative character of advertising, claiming that advertising makes markets more competitive and reduces profits by supplying consumers with information about price and quality. We distinguish these views by examining the effect of advertising on competition in the US automobile industry. Our data include advertising, sales, profit, and market-share figures for General Motors, Ford, and Chrysler over a 25-year period from 1970 to 1994.We ask if advertising increases or decreases profitability, controlling for market structure and other factors affecting demand.Wefind that these firms cannot increase their profits above normal levels by increasing their advertising expenditures. This evidence supports the view that advertising serves primarily to transmit information, not to create entry barriers. 相似文献
52.
城市历史地段既是城市旅游的一部分,又是城市文化遗产的重要构成.协调城市历史地段的遗产保护与旅游开发是困扰城市发展的一个难题.本文以吸引力-承载力矩阵为研究工具,结合实地调查,剖析南京内秦淮河历史地段的市场吸引力和遗产承载力,为城市历史地段的遗产旅游开发提供建议和指导. 相似文献
53.
54.
Natsuko Iwasaki 《International Journal of the Economics of Business》2008,15(2):149-167
The relationship between advertising and price is important because the welfare effect of advertising depends upon the price effect of advertising. We attempt to provide a better understanding of the theoretical relationship between advertising and price. We establish theoretical conditions sufficient for advertising to raise prices. This will occur, for example, when firms play a supermodular game – a structure that considers the type of advertising (i.e., persuasive, image creating, or informative) and the effect that advertising has on a firm’s demand and costs. We also compare results from two simple duopoly models, one with horizontal and the other with vertical differentiation, and find that only the model with horizontal differentiation is supermodular for the forms of advertising that are thought to raise price (e.g., persuasive advertising). In consideration of these theoretical issues, we then develop an empirical model to determine whether advertising raises prices in the US brewing and cigarette industries. 相似文献
55.
谢治菊 《福建行政学院福建经济管理干部学院学报》2015,(1):22-28
社会结构的差异性、利益主体的多元化、文化的多样性与生活方式的差异化是当下平等正义的时代背景。由于人与人、群体与群体之间的差异事实上存在,且会对到底什么是平等正义产生影响,因此主张对人与人、群体与群体之间的差异进行承认的差异平等才是当下的理性诉求。为了做到差异平等,应减少文化霸权、破除经济垄断、消灭政治歧视。 相似文献
56.
It has been proposed conceptually that viewers respond to certain advertisements via Empathetic Responses; that is, by feeling with depicted characters. Such deep viewer engagement is especially valued in today’s media environment and is central to dramatic
advertising strategies. Nevertheless, Empathetic Responses remain relatively understudied. We situate Empathetic Responses
within a model comprising high-level personality domains (within the “Big Five”), lower-level personality facets (multidimensional
Trait Empathy), and Perceived Ad Vividness, all as antecedents, as well as consequent Ad-Evoked Feelings. Our findings clarify
the composition and function of Empathetic Responses, adding to both basic and applied understandings.
相似文献
Todd A. MooradianEmail: |
57.
Moshe Givon 《Marketing Letters》1993,4(2):165-173
A model that combines advertising carryover with purchase reinforcement is presented. It accommodates the possibility that certain members of the consumer population rely only on their experience with the product, while others are also affected by past advertising. Empirical results with two product categories indicate that for bimonthly data advertising retention does not exist at all. 相似文献
58.
In this paper, we empirically analyze weekly advertising policies of manufacturing firms in consumer goods markets. We assume
firms engage in persuasive advertising, thus policies of firms affect the goodwill of a brand. We introduce a demand and a
goodwill production function. A simple transformation of the demand function allows us to identify not only the demand parameters
but also the parameters of the goodwill production function. We reconstruct the unobserved goodwill levels using these parameters
and past advertising levels. We restrict our attention to Markov Perfect Equilibrium (MPE) strategies which are functions
of payoff relevant state variables. Without imposing further restrictions on the dynamic competitive environment, we investigate
the relationship between observed advertising strategies—which are assumed to be MPE—and payoff relevant state variables by
means of several reduced form specifications. The most important determinant of advertising intensity turns out to be goodwill.
We demonstrate that controlling for an advertising campaign significantly improves the explanatory power of the model.
JEL Classification L13 . C73 . M30 . M37
I would like to thank Volkswagen Stiftung for the generous financial support which made this research possible. 相似文献
59.
CAROLINE ELLIOTT 《International Journal of the Economics of Business》2004,11(1):37-53
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. 相似文献
60.
International advertisers often wonder whether to adapt their copy to each country they operate in or to globally standardize their message, especially in non-Anglophone markets. While the current business lingua franca is English, how easily can it be introduced into advertising without alienating consumers, and would a simpler English message work better? Does the culture of a brand also influence the impact of English use in non-Anglophone markets? This research examines the interaction between language choice and brand culture in a non-Anglophone market. Specifically, the studies review the value of Globish, a non-cultural form of English. The results suggest that using standardized English copy has relevance in non-Anglophone countries for global brands, but that Globish can also be useful for local brands seeking to upgrade their value in a local market. Globish is shown to be an interesting alternative option in adapting or standardizing advertising strategies. Managerial implications close the paper. 相似文献