This paper investigates how should manufacturers optimally allocate resources to retailer-initiated (retailer) advertising through cooperative programs and own (manufacturer) in a bilateral monopoly. Retailer stimulates immediate sales but may also harm long-term (post-advertising) demand, whereas manufacturer aims at building brand equity both sales. A game-theoretic model which retailer set p...

advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

Hahn and Wallsten [1] wrote that network neutrality “usually means that broadband service providers charge consumers only once for Internet access, do not favor one content provider over another, and do not charge content providers for sending information over broadband lines to end users.” In this paper we study the implications of non-neutral behaviors under a simple model of linear demand-re...

nowadays, advertising companies and firms try to establish a trade name which is superior to similar ones. in order to overcome their competitors in advertising campaigns, the firms have adopted new approaches. they use the best and newest marketing and commercial advertising methods to attract potential customers and consumers. some advertisers use their competitors' trademarks, trade name, et...

We study a supply chain in which a consumer goods manufacturer sells its product through a retailer. The retailer undertakes promotional expenditures, such as advertising, to increase sales and to compete against other retailer(s). The manufacturer supports the retailer’s promotional expenditure through a cooperative advertising program by reimbursing a portion (called the subsidy rate) of the ...

Unlike the traditional model of information pull, matchmaking is base on a cooperative partnership between information providers and consumers, assisted by an intelligent facilitator (the matchmaker). Refer to some experiments, the matchmaking to be most useful in two different ways: locating information sources or services that appear dynamically and notification of information changes. Effect...

This paper considers advertising, collection and pricing decisions simultaneously for a closed-loop supply chain (CLSC) with one manufacturer (he) and two retailers (she). A multiplicatively separable new demand function is proposed which influenced by pricing and advertising. In this paper, three well-known scenarios in the game theory including the Nash, Stackelberg and Cooperative games are ...

We study whether the introduction of a private label could be profitable for retailers and manufacturers. We also investigate if cooperative advertising could be considered a manufacturer’s counterstrategy to the store brand’s harmful effects. The literature that dealt with the issue of private label introduction was mainly concerned with pricing strategies. However, this problem has not been a...