Understanding consumer reference price behavior in co-branding: from the perspective of a dynamic supply chain

Xiaoqing Wang (), Haoyu Yin () and Deqing Ma ()
Additional contact information
Xiaoqing Wang: Qingdao University
Haoyu Yin: Qingdao University
Deqing Ma: Qingdao University

Electronic Commerce Research, 2025, vol. 25, issue 4, No 8, 2585-2618

Abstract: Abstract Co-branding is an effective way for companies to expand their market and increase brand awareness. To study the conditions for a co-branding strategy, we develop a two-stage differential game model involving two manufacturers and an online platform to explore the choice of supply chain members, incorporating consumer reference price behavior. Interestingly, a result shows that manufacturers choose to co-brand if the combined impact factor is large and the revenue-sharing factor is medium, and the response of the platform for this choice is positive. Another finding is that although the impact of co-branding on operational decisions and consumers is uncertain, it is found that proper co-branding is a powerful tool for marketing strategies. In addition, the existence of reference price behavior improves operational decisions and influences the choice of a co-branding strategy. Furthermore, the extended model proves that big data marketing effectively expands the range of co-branding strategy selections.

Keywords: Co-branding; Consumer reference price behavior; Differential game; Co-branding strategy selection (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10660-023-09759-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elcore:v:25:y:2025:i:4:d:10.1007_s10660-023-09759-5

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10660

DOI: 10.1007/s10660-023-09759-5

Access Statistics for this article

Electronic Commerce Research is currently edited by James Westland

More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().