When should a retailer invest in brand advertising?
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Publication:723962
DOI10.1016/J.EJOR.2017.11.060zbMATH Open1403.90456OpenAlexW2773529603MaRDI QIDQ723962FDOQ723962
Authors: Nikolaos Pnevmatikos, Baris Vardar, Georges Zaccour 
Publication date: 25 July 2018
Published in: European Journal of Operational Research (Search for Journal in Brave)
Full work available at URL: https://doi.org/10.1016/j.ejor.2017.11.060
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- scientific article; zbMATH DE number 1908243
Differential games (aspects of game theory) (91A23) Marketing, advertising (90B60) Hierarchical games (including Stackelberg games) (91A65)
Cites Work
- Recent developments in dynamic advertising research
- Dynamic Optimal Control Models in Advertising: Recent Developments
- Vertical cooperative advertising and pricing decisions in a manufacturer-retailer supply chain: a game-theoretic approach
- A survey of game-theoretic models of cooperative advertising
- Retail promotions with negative brand image effects: Is cooperation possible?
- Advertising coordination games of a manufacturer and a retailer while introducing a new product
- Coordination of advertising strategies in a fashion licensing contract
- When does a royalty clause with a guarantee lead to a no-equilibrium situation in a licensing contract?
- Advertising and Price to Sustain The Brand Value in a Licensing Contract
Cited In (11)
- A sustainable dynamic optimization model of pricing and advertising in the presence of green innovation investment
- Optimal promotional mix and pricing when faced with uncertain product value
- Should a manufacturer give up pricing power in a vertical information-sharing channel?
- Pricing and advertising of private and national brands in a dynamic marketing channel
- Accounting for consumers' environmental concern in supply chain contracts
- A Review of Experiments on Dynamic Games in Environmental and Resource Economics
- Decisions on production and quality
- Research on the influence of spillover effect on dual-channel supply chain under the background of live-streaming marketing
- The cost bearing mechanism for advertising in a capital-constrained supply chain
- Channel coordination under Nash bargaining fairness concerns in differential games of goodwill accumulation
- Private label sourcing for an e-tailer with agency selling and service provision
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