Name
Abstract | ||
|---|---|---|
In a framework where both power structure and consumer heterogeneity (brand loyalty and different willingness-to-pay for perceived quality) count, we study six noncooperative games (two Stackerberg and one Nash games with and without a store brand) between a national-brand manufacturer and a store-brand retailer. Our results contribute to the theoretical literature on store brand in four aspects: (a) revealing that the mechanism whereby store brands alleviate double-marginalization problem varies with supply-chain power structures; (h) finding that it is the power manufacturer with a low-loyalty national brand that suffers most from the store brand entry; (c) finding that a category follower retailer is more inclined to introduce its store brand than a power one, and should optimally position its store brand close to the low-loyalty national brand supplied by a power manufacturer; (d) showing that the store brand may lead the manufacturer and the retailer to be trapped in the prisoners' dilemma. |
Year | DOI | Venue |
|---|---|---|
2018 | 10.1142/S0217595918500203 | ASIA-PACIFIC JOURNAL OF OPERATIONAL RESEARCH |
Keywords | Field | DocType |
Store brand,private label,power structure,supply chain,pricing competition,game theory | Mathematical optimization,Private label,Brand loyalty,Power structure,Advertising,Supply chain,Game theory,Store brand,Dilemma,National brand,Mathematics | Journal |
Volume | Issue | ISSN |
35 | 4 | 0217-5959 |
Citations | PageRank | References |
0 | 0.34 | 7 |
Authors | ||
3 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| Weimin Ma | 1 | 427 | 26.76 |
| Rong Cheng | 2 | 33 | 4.08 |
| Hua Ke | 3 | 104 | 13.34 |