Modeling brand advertising with heterogeneous consumer response: channel implications

DOI10.1007/S10479-014-1656-9zbMATH Open1358.90063OpenAlexW1978565906MaRDI QIDQ889559FDOQ889559

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

Recommendations

• National brand’s promotional pricing and advertising policies: spillover effect and quality difference
• The Effects of Retailer and Consumer Response on Optimal Manufacturer Advertising and Trade Promotion Strategies
• Impact of pricing structure on supply chain coordination with cooperative advertising
• Modeling dynamic cooperative advertising in a decentralized channel
• Channel coordination with cooperative advertising considering effect of advertising on willingness to pay

zbMATH Keywords

heterogeneityadvertisinggame theorypricingdistribution channelmarketing/OR interface

Mathematics Subject Classification ID

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

Cites Work

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

Cited In (7)

• Advertising response models with managerial impact: an agenda for the future
• A model of repeat advertising
• 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
• Dissipative advertising signals quality: static model with a continuum of types
• Title not available (Why is that?)
• A game theoretic approach for pricing and advertising of an integrated product family in a duopoly

This page was built for publication: Modeling brand advertising with heterogeneous consumer response: channel implications

Report a bug (only for logged in users!)Click here to report a bug for this page (MaRDI item Q889559)