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
orixero应助yunyii采纳,获得10
刚刚
完美世界应助过儿采纳,获得10
1秒前
东皇太憨完成签到,获得积分10
1秒前
溪鱼完成签到,获得积分10
2秒前
2秒前
4秒前
5秒前
大模型应助tsuki采纳,获得10
6秒前
Akim应助liuyiduo采纳,获得10
7秒前
天黑黑完成签到,获得积分10
7秒前
linbei完成签到,获得积分10
7秒前
8秒前
8秒前
Catherine发布了新的文献求助10
9秒前
9秒前
11秒前
yt发布了新的文献求助10
12秒前
xzy发布了新的文献求助30
13秒前
15秒前
15秒前
程莉发布了新的文献求助10
15秒前
风中成风发布了新的文献求助10
16秒前
我是老大应助kento采纳,获得10
16秒前
shepherd发布了新的文献求助10
16秒前
初夏完成签到,获得积分10
17秒前
菜籽油完成签到,获得积分10
17秒前
个性不凡完成签到,获得积分10
18秒前
蓬莱海獭发布了新的文献求助20
18秒前
百里一一完成签到,获得积分10
19秒前
19秒前
所所应助happy8le采纳,获得10
20秒前
21秒前
私神完成签到,获得积分10
21秒前
风中成风完成签到,获得积分10
21秒前
24秒前
自信若灵应助xu采纳,获得10
24秒前
sky完成签到 ,获得积分10
25秒前
clearlove发布了新的文献求助10
25秒前
hzl发布了新的文献求助10
25秒前
小鱼发布了新的文献求助10
28秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
Evolution 3rd edition 1500
保险藏宝图 1000
Lire en communiste 1000
Mantiden: Faszinierende Lauerjäger Faszinierende Lauerjäger 700
PraxisRatgeber: Mantiden: Faszinierende Lauerjäger 700
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
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 3186040
求助须知:如何正确求助?哪些是违规求助? 2836400
关于积分的说明 8008971
捐赠科研通 2498786
什么是DOI,文献DOI怎么找? 1333889
科研通“疑难数据库(出版商)”最低求助积分说明 636932
邀请新用户注册赠送积分活动 604821