- 作者: 譚令蒂
- 作者服務機構: 中央研究院經濟研究所
- 中文摘要: 本文利用Nerlove&Arrow (1962)的「商譽存量」概念,分析品牌產品廠商之最適廣告與價格策略。我們發現,最適廣告支出與最適價格間的關係視消費者對「與眾不同」效果的態度不同而有所不同:如果「與眾不同」效果的強度不會隨廠商商譽的累積而逐漸減小的話,最適廣告支出與最適價格之間係呈反向變動的關係,亦即,較高的價格必伴隨著較低的廣告支出;而若「與眾不同」效果的強度會隨廠商商譽的累積而逐漸減小時,則最適廣告支出與最適價格之間可能呈現反向變動的關係,亦即,較高(低)的價格必伴隨較低(高)的廣告支出,或是同向變動的關係,亦即,較低的價格必伴隨較低的廣告支出。此結果與傳統不盡相同。
- 英文摘要: Based on Nerlove and Arrow's(1962) well-known model, I analyze optimal advertising andpricing policies for brand name firms. I show that, if consumers are not to become less consciousof the snob effect as a firm's reputation grows, continually increasing prices must be accompaniedby decreasing expenditures for advertising. However, if consumers become less conscious aboutthe snob effect, optimal pricing and advertising expenditures will either reflect identical behavior,that is, a continually increasing (decreasing) price level accompanied by increasing (decreasing)advertising expenditures, or completely opposite behavior, that is, a continually increasing pricelevel accompanied by decreasing advertising expenditures.
- 中文關鍵字: 商譽; 與眾不同效果
- 英文關鍵字: --