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Optimal Influence Strategies in Social Networks
Bilanakos, Christos - 2015
This article suggests a modeling framework to investigate the optimal strategy followed by a monopolistic firm to manipulate the process of opinion formation in a social network. We consider a network which consists of the monopolist and a set of consumers who communicate to form their beliefs...
Persistent link: https://www.econbiz.de/10013022636
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Clarifying the Concept of Customer-Based Brand Equity for a Tourism Destination
Konecnik Ruzzier, Maja - 2013
The paper introduces the concept of customer-based brand equity for a tourism destination and thereby completes previous tourism destination studies which have exclusively investigated the destination image concept. Since no other authors have combined the four proposed dimensions (awareness,...
Persistent link: https://www.econbiz.de/10013085188
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Towards a Semiotics of Brand Equity : On the Interdependency of Meaning Surplus and Surplus Value in a Political Economy of Brands
Rossolatos, George - 2014
This paper addresses the marketing concept of brand equity from a semiotic perspective, by demonstrating why and how …
Persistent link: https://www.econbiz.de/10013066677
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A Dynamic Analysis of Resale Price Maintenance : Inefficient Brand Promotion, Higher Margins, Distorted Choices, and Retarded Retail Innovation
Grimes, Warren S. - 2015
This article responds to Professor Benjamin Klein's recently published article that describes a comprehensive procompetitive rationale for RPM - resolving the incentive incompatibility between the brand manufacturer and the retailers that sell that brand. Retailers commonly have insufficient...
Persistent link: https://www.econbiz.de/10013038633
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Generic and Brand Advertising Strategies in a Dynamic Duopoly
Bass (deceased), Frank M. - 2009
To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category. This paper examines whether, when, and how much...
Persistent link: https://www.econbiz.de/10012766678
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A Theory of Brand Positioning : Product-Portfolio View
Ke, T. Tony - 2020
Beyond real functional differences, brand positioning can have profound effects on the purchase decisions of consumers. Using a product-portfolio and consumer search framework, we provide a micro-foundation for why and how brand positioning can deliver credible information to consumers....
Persistent link: https://www.econbiz.de/10012823728
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Brand the Pricing : Critical Critique
Alam Kazmi, Syed Hasnain - 2015
Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming … significance of pricing to customer store and brand choices are always regarded as a widely known truth among marketing scholars … have highlighted simple but earlier unrecognized marketing practices that managers can employ to cultivate the positioning …
Persistent link: https://www.econbiz.de/10013021123
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Quality Competition and Entry Deterrence : When to Launch an Extra Brand
Müller, Stephan - 2014
In this paper, we study the rational for an incumbent to launch a second brand when facing potential entry in a market with quality differentiated products and a fringe producer. Depending on market size, costs for a second brand and a potential entrant's setup cost the incumbent might use a...
Persistent link: https://www.econbiz.de/10013043582
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National brands in hard discounters : market expansion and bargaining power effects
Bonnet, Céline; Bouamra-Mechemache, Zohra; Klein, Gordon - 2020
In this paper, we analyze the strategic role of the recent introduction of national brand products by hard discounters in the French market and its impact both at the retail and manufacturer levels. We use a structural econometric model of vertical relationships that takes into account the...
Persistent link: https://www.econbiz.de/10012223754
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Equilibrium and Welfare Implications of Store Brands in Vertical Markets
Triggs, Travis - 2021
Retailers act as intermediaries between manufacturers and consumers. When retailers sell their own products alongside those of manufacturers, what is the effect on competition? Further, how does this effect hinge on market power? In this paper, I theoretically and empirically study the effect of...
Persistent link: https://www.econbiz.de/10014089752