English, Article, Journal or magazine article edition: With a little help from my enemy: comparative advertising as a signal of quality Francesca BARIGOZZI; Paolo Giorgio GARELLA; Martin PEITZ

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Bookmark: http://trove.nla.gov.au/version/58305
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • With a little help from my enemy: comparative advertising as a signal of quality
Author
  • Francesca BARIGOZZI
  • Paolo Giorgio GARELLA
  • Martin PEITZ
Physical Description
  • preprint
Notes
  • We extend the theory of advertising as a quality signal, using a model where an entrant can choose to advertise by comparing its product to that of an established incumbent. Comparative advertising, comparing quality of one’s own product to that of a rival’s, empowers the latter to file for court intervention if it believes the comparison to be false or misleading. We show that comparative advertising can be a signal in instances where generic advertising is not viable.
  • Advertising, Quality, signaling, Entry, Competition
  • RePEc:mil:wpdepa:2008-31
Language
  • English
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