Competitive Advertising on Brand Search: Traffic Stealing and Click Quality

Competitive advertising on brand keywords of rivals in sponsored search is effective in generating traffic, if rivals do not defend their traffic.

• 저널Marketing Science · 40(5) · 923–945
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2021.1289
• 저자Andrey Simonov, Shawndra Hill