Effect of Brand Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence
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- Greg Shaffer & Florian Zettelmeyer, 2004. "Advertising in a Distribution Channel," Marketing Science, INFORMS, vol. 23(4), pages 619-628, November.
- Tony Haitao Cui & Jagmohan S. Raju & Z. John Zhang, 2008. "A Price Discrimination Model of Trade Promotions," Marketing Science, INFORMS, vol. 27(5), pages 779-795, 09-10.
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"Effects of Sales on Brand Loyalty,"
Journal of Agricultural & Food Industrial Organization,
De Gruyter, vol. 4(1), pages 1-26, July.
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- Villas-Boas, Sofia B & Perloff, Jeff & Huang, Rui, 2006. "Effect of Sales on Brand Loyalty," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt85s3h88b, Department of Agricultural & Resource Economics, UC Berkeley.
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"Sales: Tests of theories on causality and timing,"
International Journal of Industrial Organization,
Elsevier, vol. 26(6), pages 1257-1273, November.
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- Sang Yong Kim & Richard Staelin, 1999. "Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive Environment," Marketing Science, INFORMS, vol. 18(1), pages 59-76.
- Zsolt Katona & Miklos Sarvary, 2008. "Network Formation and the Structure of the Commercial World Wide Web," Marketing Science, INFORMS, vol. 27(5), pages 764-778, 09-10.
- Chih-Jen Wang & Ying-Ju Chen & Chi-Cheng Wu, 2011. "Advertising competition and industry channel structure," Marketing Letters, Springer, vol. 22(1), pages 79-99, March.
- González-Benito, Óscar, 2004. "Random effects choice models: seeking latent predisposition segments in the context of retail store format selection," Omega, Elsevier, vol. 32(2), pages 167-177, April.
- Munawwer Husain, 2015. "The Role of Brand Loyalty: The Case Study of Telekom Malaysia," International Review of Management and Marketing, Econjournals, vol. 5(3), pages 173-179.
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- Kusum L. Ailawadi & Bari A. Harlam, 2009. "—Retailer Promotion Pass-Through: A Measure, Its Magnitude, and Its Determinants," Marketing Science, INFORMS, vol. 28(4), pages 782-791, 07-08.
- Nickolay V. Moshkin & Ron Shachar, 2002. "The Asymmetric Information Model of State Dependence," Marketing Science, INFORMS, pages 435-454.
- Rajiv Lal & J. Miguel Villas-Boas, 1998. "Price Promotions and Trade Deals with Multiproduct Retailers," Management Science, INFORMS, vol. 44(7), pages 935-949, July.
- K. Sudhir, 2001. "Structural Analysis of Manufacturer Pricing in the Presence of a Strategic Retailer," Marketing Science, INFORMS, pages 244-264.
- Michael A. Wiles & Shailendra P. Jain & Saurabh Mishra & Charles Lindsey, 2010. "Stock Market Response to Regulatory Reports of Deceptive Advertising: The Moderating Effect of Omission Bias and Firm Reputation," Marketing Science, INFORMS, vol. 29(5), pages 828-845, 09-10.
- Sheng, Li, 2010. "Competing or cooperating to host mega events: A simple model," Economic Modelling, Elsevier, vol. 27(1), pages 375-379, January.
- Lim, Wei Shi & Tan, Soo Jiuan, 2010. "Outsourcing suppliers as downstream competitors: Biting the hand that feeds," European Journal of Operational Research, Elsevier, vol. 203(2), pages 360-369, June.
- Tansev Geylani & Anthony J. Dukes & Kannan Srinivasan, 2007. "Strategic Manufacturer Response to a Dominant Retailer," Marketing Science, INFORMS, vol. 26(2), pages 164-178, 03-04.
- Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
- Jalal Hanaysha & Haim Hilman, 2015. "Advertising and country of origin as key success factors for creating sustainable brand equity," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 5(7), pages 141-152, July.
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Keywords
advertising; brand loyalty; game theory; promotional mix;Statistics
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