Advertising quality and market share

Βικτωρία Πέκκα - Οικονόμου, Γεράσιμος Θ. Σολδάτος


This paper utilizes a signaling-game approach to advertising and concludes that advertising is a
means of increasing profits and not an instrument of consumer preferences manipulation. It also concludes
that advertised brands should offer to the consumer something original and if not, then offer what
more or less the rival do.


Advertising; Research; Quality

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η δικτυακή πύλη της ευρωπαϊκής ένωσης ψηφιακή ελλάδα ΕΣΠΑ 2007-2013