search query: @indexterm free riders / total: 14
reference: 10 / 14
| Author: | Khrishnamurthy, S. |
| Title: | The effect of provision points on generic advertising funding |
| Journal: | Marketing Letters
2001 : NOV, VOL. 12:4, p. 315-325 |
| Index terms: | ADVERTISING CO-OPERATION FREE RIDERS MARKETING |
| Language: | eng |
| Abstract: | Generic advertising promotes the general qualities of a product category, and, therefore, benefits all firms in the category. Free-riding is commonly observed in such campaigns when they use the Simple Voluntary Contribution Mechanism (VCM)- here the budget is obtained by simply adding up the voluntary contributions of firms. The authors propose a new mechanism called the Provision Point VCM that can help alleviate this free-riding problem. |
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