Publication | Open Access
When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth
59
Citations
39
References
2020
Year
Marketing AnalyticsConsumer StudyTargeted AdvertisingConsumer ResearchCommunicationConsumers LearnManagementMarketing CommunicationOnline AdvertisingConsumer BehaviorEconomicsBrand AwarenessConsumer AppealAdvertisingMarketingMoney BurnsInteractive MarketingBusinessObservational Learning
When consumers learn via observations or word of mouth, a firm may strategically spend more on advertising to credibly signal its quality.
| Year | Citations | |
|---|---|---|
Page 1
Page 1