THEORETICAL APPROACHES TO ASSESS THE IMPACT OF ADVERTISING ON CONSUMERS AND MARKET COMPETITION

Maryna Sobolieva ()
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Maryna Sobolieva: Taras Shevchenko National University of Kyiv, Ukraine

The USV Annals of Economics and Public Administration, 2016, vol. 16, issue Special, 54-59

Abstract: In the article we examine theoretical perspectives on the impact of advertising on consumer behavior, entry barriers in the industry, the structure of the industry, the competitive behavior of firms and market power; systemize structure of the research of advertising impact on consumer behavior; analyze the main results of empirical studies of the effects of advertising on the competitive relationship in the market.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:scm:usvaep:v:16:y:2016:i:1(23):p:54-59

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