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    Por favor, use este identificador para citar o enlazar este ítem:http://uvadoc.uva.es/handle/10324/27727

    Título
    An Integrative Framework of Cooperative Advertising: Should Manufacturers Continuously Support Retailer Advertising?.
    Autor
    Martín Herrán, GuiomarAutoridad UVA Orcid
    Sigué, Simon-Pierre
    Año del Documento
    2017
    Descripción
    Producción Científica
    Documento Fuente
    Journal of Business Research 70, 67-73, 2017.
    Resumo
    A two-period game is developed in a bilateral monopoly where, besides pricing decisions, the retailer and manufacturer can set their advertising and cooperative advertising support rates for each period. It is demonstrated that, in addition to the established continuous cooperative advertising programs, in which the retailer advertises and the manufacturer supports retailer advertising in each period, two other advertising schedules are possible. First, the retailer advertises in each period, while the manufacturer only supports the second-period advertising. Second, whether or not the manufacturer provides a cooperative advertising program in the first period, the retailer only advertises in the second period and receives advertising support. The conditions under which each of these advertising arrangements is implemented are identified. In a continuous cooperative advertising schedule, the manufacturer may change his advertising support over time depending on the nature of the long-term effects of retailer advertising. The implications of these findings are discussed.
    Revisión por pares
    SI
    Patrocinador
    The fi rst author's research is partially supported by MEC under projects ECO2011-24352 and ECO2014-52343-P, co- nanced by FEDER funds and the COST Action IS1104 \The EU in the new economic complex geography: models, tools and policy evaluation".
    Idioma
    eng
    URI
    http://uvadoc.uva.es/handle/10324/27727
    Derechos
    openAccess
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    • DEP20 - Artículos de revista [181]
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    JBR-Cooperative Advertising rates-July21-2016.pdf
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    Universidad de Valladolid

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