Generic and Brand Advertising Strategies in a Dynamic Duopoly

Frank M. Bass
Frank M. Bass
[email protected]
School of Management, The University of Texas at Dallas, Richardson, Texas 75083-0688
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,
Anand Krishnamoorthy
Anand Krishnamoorthy
[email protected]
College of Business Administration, University of Central Florida, Orlando, Florida 32816-1400
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,
Ashutosh Prasad
Ashutosh Prasad
[email protected]
School of Management, The University of Texas at Dallas, Richardson, Texas 75083-0688
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,
Suresh P. Sethi
Suresh P. Sethi
[email protected]
School of Management, The University of Texas at Dallas, Richardson, Texas 75083-0688
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Frank M. Bass

[email protected]

School of Management, The University of Texas at Dallas, Richardson, Texas 75083-0688

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Anand Krishnamoorthy

[email protected]

College of Business Administration, University of Central Florida, Orlando, Florida 32816-1400

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Ashutosh Prasad

[email protected]

School of Management, The University of Texas at Dallas, Richardson, Texas 75083-0688

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Suresh P. Sethi

[email protected]

School of Management, The University of Texas at Dallas, Richardson, Texas 75083-0688

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Published Online:1 Nov 2005https://doi.org/10.1287/mksc.1050.0119

Supplemental Material

mksc.1050.0119-sm-technical-appendix.pdf (199 KB)

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Volume 24, Issue 4

November 2005

Pages 525-648

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Received:February 11, 2004
Published Online:November 01, 2005

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Frank M. Bass, Anand Krishnamoorthy, Ashutosh Prasad, Suresh P. Sethi, (2005) Generic and Brand Advertising Strategies in a Dynamic Duopoly. Marketing Science 24(4):556-568.

https://doi.org/10.1287/mksc.1050.0119

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Generic and Brand Advertising Strategies in a Dynamic Duopoly

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