Modeling brand advertising with heterogeneous consumer response: channel implications

DOI10.1007/S10479-014-1656-9MaRDI QIDQ889559zbMATH OpenOpenAlexFDO

Authors Salma Karray

Publication date 9 November 2015

Published in Annals of Operations Research (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1007/s10479-014-1656-9

zbMATH Keywords

heterogeneityadvertisinggame theorypricingdistribution channelmarketing/OR interface

Mathematics Subject Classification ID

Applications of game theory (91A80) Marketing, advertising (90B60)

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Cites work

• A dynamic model for advertising and pricing competition between national and store brands
• Cooperative advertising in a marketing channel
• EFFECTIVENESS OF COOP ADVERTISING PROGRAMS IN COMPETITIVE DISTRIBUTION CHANNELS
• Equilibrium pricing and advertising strategies in a marketing channel

Cited in

(7)

• Dissipative advertising signals quality: static model with a continuum of types
• scientific article; zbMATH DE number 6161637 (Why is no real title available?)
• Dual-channel supply chain decisions under asymmetric information with a risk-averse retailer
• On the coordination of static and dynamic marketing channels in a duopoly with advertising
• A game theoretic approach for pricing and advertising of an integrated product family in a duopoly
• Advertising response models with managerial impact: an agenda for the future
• A model of repeat advertising

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