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A dynamic model for advertising and pricing competition between national and store brands

Salma Karray and Guiomar Martin-Herran

European Journal of Operational Research, 2009, vol. 193, issue 2, 451-467

Abstract: We study the relationship between the pricing and advertising decisions in a channel where a national brand is competing with a private label. We consider a differential game that incorporates the carryover effects of brand advertising over time for both the manufacturer and the retailer and we account for the complementary and competitive roles of advertising. Analysis of the obtained equilibrium Markov strategies shows that the relationship between advertising and pricing decisions in the channel depends mainly on the nature of the advertising effects. In particular, the manufacturer reacts to higher competitive retailer's advertising levels by offering price concessions and limiting his advertising expenditures. The retailer's optimal reaction to competitive advertising effects in the channel depends on two factors: (1) the price competition level between the store and the national brands and (2) the strength of the competitive advertising effects. For example, in case of intense price competition between the two brands combined with a strong manufacturer's competitive advertising effect, the retailer should lower both the store and the national brands' prices as a reaction to higher manufacturer's advertising levels. For the retailer, the main advantage from boosting his competitive advertising investments seems to be driven by increased revenues from the private label. The retailer should however limit his investments in advertising if the latter generates considerable competitive effects on the national brand's sales.

Keywords: Game; theory; Marketing; Distribution; Pricing; Advertising (search for similar items in EconPapers)
Date: 2009
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Handle: RePEc:eee:ejores:v:193:y:2009:i:2:p:451-467