RT info:eu-repo/semantics/article
T1 An Integrative Framework of Cooperative Advertising: Should Manufacturers Continuously Support Retailer Advertising?.
A1 Martín Herrán, Guiomar
A1 Sigué, Simon-Pierre
AB A two-period game is developed in a bilateral monopoly where, besides pricing decisions, theretailer and manufacturer can set their advertising and cooperative advertising support ratesfor each period. It is demonstrated that, in addition to the established continuous cooperativeadvertising programs, in which the retailer advertises and the manufacturer supports retaileradvertising in each period, two other advertising schedules are possible. First, the retaileradvertises in each period, while the manufacturer only supports the second-period advertising.Second, whether or not the manufacturer provides a cooperative advertising programin the first period, the retailer only advertises in the second period and receives advertisingsupport. The conditions under which each of these advertising arrangements is implementedare identified. In a continuous cooperative advertising schedule, the manufacturer may changehis advertising support over time depending on the nature of the long-term effects of retaileradvertising. The implications of these findings are discussed.
YR 2017
FD 2017
LK http://uvadoc.uva.es/handle/10324/27727
UL http://uvadoc.uva.es/handle/10324/27727
LA eng
NO Journal of Business Research 70, 67-73, 2017.
NO Producción Científica
DS UVaDOC
RD 08-ago-2024