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Dynamic voluntary advertising and vertical product quality

Author

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  • Yohei Tenryu

    (Graduate School of Economics, Kyoto University)

  • Keita Kamei

    (Graduate School of Economics, Kyoto University)

Abstract

We investigate the dynamic relationship between advertising and product quality under duopolistic competition. By using a simplified vertical product differentiation model with voluntary advertising, we show that the firm with larger market share has a larger advertising share and that there is a positive relationship between the difference in product quality and the number of customers in an industry.

Suggested Citation

  • Yohei Tenryu & Keita Kamei, 2013. "Dynamic voluntary advertising and vertical product quality," Economics Bulletin, AccessEcon, vol. 33(1), pages 564-574.
    • Handle: RePEc:ebl:ecbull:eb-13-00024
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    References listed on IDEAS

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    1. Mark J. Roberts & Larry Samuelson, 1988. "An Empirical Analysis of Dynamic, Nonprice Competition in an Oligopolistic Industry," RAND Journal of Economics, The RAND Corporation, vol. 19(2), pages 200-220, Summer.
    2. L. Colombo & L. Lambertini, 2003. "Dynamic Advertising Under Vertical Product Differentiation," Journal of Optimization Theory and Applications, Springer, vol. 119(2), pages 261-280, November.
    3. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    4. Dockner,Engelbert J. & Jorgensen,Steffen & Long,Ngo Van & Sorger,Gerhard, 2000. "Differential Games in Economics and Management Science," Cambridge Books, Cambridge University Press, number 9780521637329.
    5. Claudio A. Piga, 1998. "A Dynamic Model of Advertising and Product Differentiation," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 13(5), pages 509-522, October.
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    Cited by:

    1. Yohei Tenryu & Keita Kamei, 2014. "Dynamic Voluntary Advertising under Partial Market Coverage," KIER Working Papers 909, Kyoto University, Institute of Economic Research.
    2. Tenryu, Yohei & Kamei, Keita, 2014. "Welfare Analysis of Dynamic Voluntary Advertising in Covered Markets," MPRA Paper 60694, University Library of Munich, Germany.

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    More about this item

    Keywords

    Advertising; product quality; differential games; duopoly.;
    All these keywords.

    JEL classification:

    • L0 - Industrial Organization - - General

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