Could co-op advertising be a manufacturer's counterstrategy to store brands?
By Salma Karray, Georges Zaccour. 2006
179 citations recorded by the source corpus.
Subfields: Economics and Econometrics, Marketing, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/54f4a41df845b30eca7b7fd64e5e7690914d258d
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Economics and Econometrics
In Marketing
In Strategy and Management
Citations in the corpus
- Does a Store Brand Always Hurt the Manufacturer of a Competing National Brand? (2015, background): “As a result, some researchers have investigated how a national brand manufacturer can mitigate its loss from store brands (Karray and Zaccour 2006, Mills 1999).”
- Coordinating advertising and pricing in a manufacturer-retailer channel (2009, methodology): “Karray and Zaccour (2006) found that co-op advertising can be an efficient counter-strategy for the manufacturer when a retailer offers a private label product that may affect the national brand.”