Is Persuasive Advertising Always Combative in a Distribution Channel?

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Chi-Cheng Wu; Ying-Ju Chen; Chih-Jen Wang;
  • Journal: Marketing Science, volume 28, issue 6 11-12, pages 1,157-1,163
  • Related identifiers: doi: 10.1287/mksc.1090.0528
  • Subject: persuasive advertising, product substitutability, channel conflict, game theory
    acm: InformationSystems_MISCELLANEOUS

The existing marketing literature suggests that persuasive advertising elicits counteractions from competing manufacturers and consequently leads to wasteful cancellation of the advertising effects. Thus, persuasive advertising is widely perceived to be combative in nat... View more
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