专用标签
民族品牌
业务
激励
品牌资产
竞赛(生物学)
营销
背景(考古学)
广告
价格溢价
渠道协调
品牌管理
商店品牌
品牌知名度
论证(复杂分析)
经济
微观经济学
供应链
供应链管理
支付意愿
化学
古生物学
生物
生物化学
生态学
标识
DOI:10.1016/j.jretconser.2016.07.011
摘要
We build a game-theoretic model of price competition between a national brand manufacturer and a retailer that also sells its private label. In particular, we examine a national brand's strategy of building brand premium in the context of channel coordination. The importance of national brand's brand equity has been well-documented in many empirical and behavioral studies. We reinforce the argument that building brand premium should be the first line of defense for a national brand instead of aggressively cutting wholesale price. Not only does the national brand manufacturer benefit from it, but also the retailer who sells both the national brand and its own private label has less incentive to promote the latter. Therefore, it can induce retailer cooperation, which is essential for a successful strategy in a distribution channel.
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