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Dynamics of brand competition: Effects of unobserved social networks

Sengupta, A., Greetham, D.V. (2010) Dynamics of brand competition: Effects of unobserved social networks. Journal of Economic Dynamics and Control, 34 (12). pp. 2391-2406. ISSN 0165-1889. (doi:10.1016/j.jedc.2010.06.009) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:71502)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
https://dx.doi.org/10.1016/j.jedc.2010.06.009

Abstract

Brand competition is modelled using an agent based approach in order to examine the long run dynamics of market structure and brand characteristics. A repeated game is designed where myopic firms choose strategies based on beliefs about their rivals and consumers. Consumers are heterogeneous and can observe neighbour behaviour through social networks. Although firms do not observe them, the social networks have a significant impact on the emerging market structure. Presence of networks tends to polarize market share and leads to higher volatility in brands. Yet convergence in brand characteristics usually happens whenever the market reaches a steady state. Scale-free networks accentuate the polarization and volatility more than small world or random networks. Unilateral innovations are less frequent under social networks.

Item Type: Article
DOI/Identification number: 10.1016/j.jedc.2010.06.009
Uncontrolled keywords: Dynamic oligopoly, Evolutionary game, Social network
Subjects: H Social Sciences
H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Abhijit Sengupta
Date Deposited: 03 Jan 2019 12:01 UTC
Last Modified: 16 Nov 2021 10:25 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/71502 (The current URI for this page, for reference purposes)

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