When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth

When consumers learn via observations or word of mouth, a firm may strategically spend more on advertising to credibly signal its quality.

• 저널Marketing Science · 40(1) · 168–188
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/mksc.2020.1246
• 저자Yogesh V. Joshi, Andrés Musalem