Informative advertising in a distribution channel

• Main Authors: Shi, Hongyan, Liu, Yunchuan, Petruzzi, Nicholas C.
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2020
• Subjects: Business::Marketing; OR in Marketing; Price Advertising
• Online Access: https://hdl.handle.net/10356/141178
• Institution: Nanyang Technological University

In this paper, we study how channel structure (decentralized vs centralized) and specified allocation of product advertising authority affect final advertising content and profits when consumers face uncertainty about both product match and retail price, and must incur a sunk cost to visit the retai...