Contingent channel strategies for combating brand spillover in a co-opetitive supply chain

溢出效应 业务 频道(广播) 供应链 激励 营销 品牌延伸 直销 广告 产业组织 品牌知名度 微观经济学 经济 电信 计算机科学
作者
Huamin Wu,Guo Li,Hong Zheng,Xuefeng Zhang
出处
期刊:Transportation Research Part E-logistics and Transportation Review [Elsevier]
卷期号:164: 102830-102830 被引量:22
标识
DOI:10.1016/j.tre.2022.102830
摘要

Brand spillover, which arises frequently and increasingly, becomes a serious concern for well-known (strong) brand manufacturers, as some giant retailers may develop and sell their private (weak) brand products by sourcing from the same contract manufacturers as the strong brand manufacturers and disclosing such a relationship. To cope with such brand spillover, strong brand manufacturers may adopt contingent channel selling strategies. In this study, we investigate a co-opetitive supply chain wherein a weak brand retailer (she) ex-ante decides whether to implement the brand spillover strategy, whereas a strong brand manufacturer (he) determines channel selling strategies for his own-branded products. We specifically consider three channel formats for the strong brand manufacturer, namely, Scenarios R (i.e., the manufacturer sells his own-branded products only via the reselling channel), D (i.e., the manufacturer opts to establish the direct-selling channel and sells his own-branded products via dual channels), and S (i.e., the manufacturer sells his own-branded products only via the direct-selling channel), to explore the strategic interactions between the two firms. We find that regardless of whether the retailer implements the brand spillover strategy or not, any channel format (Scenario R, D, or S) could be dominant for the manufacturer, hinging on certain conditions. Moreover, we uncover that, compared with non-brand spillover, brand spillover can enhance the manufacturer’s incentive to construct the direct-selling channel. Counterintuitively, we demonstrate that employing brand spillover strategy does not necessarily benefit the retailer when the direct-selling cost is moderate and the brand spillover level is weak; otherwise, the retailer will opt to do so.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
大幅提高文件上传限制,最高150M (2024-4-1)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
天际繁星完成签到 ,获得积分10
刚刚
1秒前
1213完成签到,获得积分10
1秒前
hi完成签到,获得积分10
2秒前
充电宝应助distinct采纳,获得10
5秒前
不安盼晴发布了新的文献求助10
5秒前
李健的粉丝团团长应助LHZ采纳,获得10
6秒前
orixero应助城北采纳,获得10
6秒前
8秒前
8秒前
11秒前
12秒前
cyh时代发布了新的文献求助10
13秒前
14秒前
16秒前
jitaimei发布了新的文献求助20
16秒前
distinct完成签到,获得积分20
16秒前
沉默的皮卡丘完成签到 ,获得积分10
16秒前
distinct发布了新的文献求助10
20秒前
斯文的飞雪完成签到,获得积分10
20秒前
小黑黑完成签到,获得积分20
21秒前
于生有你发布了新的文献求助10
22秒前
hcd12138完成签到,获得积分10
22秒前
友好冥王星完成签到 ,获得积分10
23秒前
政政勇闯世界完成签到,获得积分10
25秒前
26秒前
222完成签到,获得积分10
26秒前
积极太清完成签到,获得积分20
27秒前
踏实水之发布了新的文献求助10
30秒前
LEO应助phil采纳,获得10
31秒前
热情的明轩完成签到,获得积分10
33秒前
33秒前
科目三应助huaiguang采纳,获得10
33秒前
sunaijia完成签到,获得积分10
36秒前
加菲丰丰应助222采纳,获得20
37秒前
星辰大海应助积极太清采纳,获得10
37秒前
lizhaonian完成签到,获得积分10
38秒前
40秒前
打工仔完成签到 ,获得积分10
41秒前
zilt1109发布了新的文献求助10
42秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
ALA生合成不全マウスでの糖代謝異常の分子機構解析 520
安全防范技术与工程 500
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
2-Acetyl-1-pyrroline: an important aroma component of cooked rice 500
A real-time energy management strategy based on fuzzy control and ECMS for PHEVs 400
2024 Medicinal Chemistry Reviews 400
热门求助领域 (近24小时)
化学 医学 生物 材料科学 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 基因 遗传学 催化作用 物理化学 免疫学 量子力学 细胞生物学
热门帖子
关注 科研通微信公众号,转发送积分 3190726
求助须知:如何正确求助?哪些是违规求助? 2839959
关于积分的说明 8026385
捐赠科研通 2503052
什么是DOI,文献DOI怎么找? 1336685
科研通“疑难数据库(出版商)”最低求助积分说明 637950
邀请新用户注册赠送积分活动 606263