The effects of competition on advertising incentives.
公司廣告支出的意欲如何受行業的競爭激烈程度影響?除了行業的集中度,競爭的激烈程度可以在多種不同的情況下改變,包括制度變遷等,從而影響一間公司在未來存在的可能性。此外,一間公司對於其未來的生存機會,以及未來利潤的預期,均會影響其廣告支出。本文旨在探討公司如何在不同的競爭程度下,作出廣告支出的決策。本文透過公司與消費者之間的信息不對稱的信號傳遞模型,提出一個闡釋競爭與廣告的簡單理論。 === How are advertising incentives affected by the level of competition? Apart from the concentration levels...
Other Authors: | Yuen, Shuk In Jacqueline. |
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Format: | Others |
Language: | English Chinese |
Published: |
2012
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Subjects: | |
Online Access: | http://library.cuhk.edu.hk/record=b5549209 http://repository.lib.cuhk.edu.hk/en/item/cuhk-328655 |
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