Modeling brand advertising with heterogeneous consumer response: channel implications
Modeling brand advertising with heterogeneous consumer response: channel implications
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DOI：
10.1007/s10479-014-1656-9
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发表时间：
2015-10
影响因子：
4.8
通讯作者：
Salma Karray
中科院分区：
文献类型：
--
作者：
Salma Karray
本文探讨了消费者对广告的异质反应对企业在分销渠道中选择均衡策略的影响。我们使用消费者Hotling效用模型的变体来求解一个简单的博弈论模型，该模型适用于分散和协调的渠道。关键发现表明，异质性显著影响渠道协调的价值。忽视对广告的不同反应可能会导致低估或高估渠道协调的好处。特别是，我们的结果表明，与以往文献中的发现相反，渠道协调可能会导致更高的消费者价格，特别是当消费者对品牌广告的平均反应超过消费者的边际非效用成本时。
The paper explores the implications of heterogeneous consumer response to advertising for the equilibrium strategies chosen by firms in a distribution channel. We solve a simple game theoretic model using a variation of consumers’ Hotelling utility model for a decentralized and a coordinated channel. The key findings show that heterogeneity considerably affects the value of channel coordination. Overlooking heterogeneous responses to advertising can lead to either undercutting or overestimating channel coordination benefits. In particular, our results indicate that, in contrast to previous findings in the literature, channel coordination might result in higher consumer prices especially when the average response to brand advertising exceeds consumers’ marginal disutility cost.