Measuring the Benefits to Advertising under Monopolistic Competition

被引：0
|
作者：
Boland, Michael A. [1 ]
Crespi, John M. [2 ]
Silva, Jena [2 ]
Xia, Tian [2 ]
机构：
[1] Univ Minnesota, Dept Appl Econ, Minneapolis, MN 55455 USA
[2] Kansas State Univ, Dept Agr Econ, Manhattan, KS 66506 USA
来源：
JOURNAL OF AGRICULTURAL AND RESOURCE ECONOMICS | 2012年 / 37卷 / 01期
关键词：
advertising; benefit-cost analysis; industrial organization; monopolistic competition; agricultural marketing; GAME-THEORETIC APPROACH; PRODUCT DIFFERENTIATION; COOPERATIVES; TRADE;
D O I：
暂无
中图分类号：
F3 [农业经济];
学科分类号：
0202 ; 020205 ; 1203 ;
摘要：
This paper determines the benefits and costs of firm-level advertising in a monopolistically competitive industry. The model is useful in an environment in which firm-level costs may be absent or imprecise. The empirical example uses data on the advertising for a new line of prune snacks by Sunsweet Growers between 2008 and 2010, revealing average benefit-cost estimates from $1.26 to $4.35 for every dollar allocated to the new product line.
引用
收藏
页码：144 / 155
页数：12
相关论文
共 50 条
12345