Chioveanu, I.;
(2009)
Advertising, brand loyalty and pricing.
(ELSE Working Papers
323).
ESRC Centre for Economic Learning and Social Evolution: London, UK.
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Abstract
I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive advertising is introduced to homogenous product markets, provides an alternative explanation for price dispersion phenomena. Despite ex-ante symmetry, the equilibrium profile of advertising outlays is asymmetric. It follows that endogenously determined brand loyal consumer bases are not symmetric across firms. This raises a robustness question regarding Varian’s "model of sales" where symmetry is exogenously assumed.
| Type: | Working / discussion paper |
|---|---|
| Title: | Advertising, brand loyalty and pricing |
| Open access status: | An open access version is available from UCL Discovery |
| Publisher version: | http://else.econ.ucl.ac.uk/newweb/papers.php#2009 |
| Language: | English |
| Keywords: | D21, D43, L11, L13, M37 |
| UCL classification: | UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of S&HS > Dept of Economics |
| URI: | https://discovery.ucl.ac.uk/id/eprint/15002 |
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