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Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.

This study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.

The study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.

This is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

After receiving advertising messages, most consumers rarely purchase the advertised products at once, which results in a delay between advertising exposure and its effect. This paper is devoted to exploring the advertising decision and coordination issues for a supply chain system subject to advertising immediate and delayed effects.

By applying the game theory, the differential game models with delay are constructed for the supply chain to examine the equilibrium advertising efforts, brand goodwill and the optimal profits under the different cooperation situations. A class of transfer payment contracts is designed to achieve the best outcome of the supply chain. Illustrative examples are given to demonstrate the effectiveness of addressed results and provide some managerial perspectives.

It can be found that the complete cooperation situation can stimulate the advertising investment, drive the product demand and improve the economic profit. Also, a class of transfer payment contracts is designed in this paper, such that the supply chain can perfectly realize the profit maximization, and each member can achieve the Pareto improvement.

This work does not address the random market environment, which can be filled in the future. Furthermore, this paper has been done in a single supply chain structure. It is an interesting future line of research when taking competitive behavior (e.g. competition among manufacturers, retailers or supply chains) into account.

This study will help managers make advertising strategies, advise an optimal cooperation way and design the coordination contracts to ensure the economic development of the supply chain. These obtained conclusions may provide a valuable decision-support for marketing management.

For a supply chain, the most previous literature about dynamic advertising models focused on a single advertising effect-immediate effect. This work explores advertising strategy with double advertising effects and investigates the coordinating power of new transfer payment contracts.

This paper aims to examine the optimal promotion strategy of an e-retailer, who may advertise, or launch rebates initiative to encourage consumers' disseminating electronic word-of-mouth (eWOM) messages, with an aim to boost product sales.

This paper analyzes the decisions of the e-retailer in a two-period model, using utility function approach and backward induction method, and obtains the optimal solutions in four promotion strategies.

The study finds that rebate scheme greatly impacts the timing of advertising, and neither lower nor higher consumers' eWOM effort invariably benefits the retailer, rather, a medium level is the best choice for the retailer. When eWOM impact power is at a relatively high level, it can supplement advertising effect to attract more consumers' purchase. Otherwise, eWOM may counteract the role of advertising.

Different from the extant literature focusing on advertising or eWOM without rebates, the paper studies the issue of advertising and eWOM with rebates in two- period model which seldom addresses before the authors examine the optimal timing of advertising and eWOM with/without rebates in four promotion strategies i.e. the A-NE model the NE-A model the A-ER model and the ER-A model.

To explain and empirically test how different marketing communication channels interact with each other and contribute to brands’ diverging marketplace performance.

With a unique data set combining key variables of major passenger car brands, the paper takes a source-based perspective to investigate how firm-based communications, expert opinions and online consumer reviews interact and affect brands’ marketplace performance. Then the paper studies the three special boundary conditions under which online consumer reviews’ influence varies in competition with the other two established information sources. Lastly, a study was done to demonstrate the financial significance of investing in different information sources.

The results show that online consumer reviews mitigate the effectiveness of the other two information sources in driving brand sales. This mitigation effect is also magnified when the brand is weak, firm-based communications are modest and expert opinions are less favorable. The findings further suggest that in the emerging communication enterprise, firm-based and expert-based communications remain the core while user-based communication plays an indispensable competing and complementary role.

In the new digital era, firms are facing the daunting task of understanding and integrating multiple communication channels. The study provides important implications for both researchers and practitioners with respect to brand management and integrated communications.

Existing studies have demonstrated that each of the three communication efforts (by firms, experts and consumers) exerts a significant influence on product sales, but few studies have been conducted in settings marked by the coexistence of these efforts. In addition, the three communication efforts are likely to have different effects on brands with different market positions. The current study is contributing to the literature by filling the above gaps.

The purpose of this study is to analyze the short-term development pattern and long-term development trend of the digital supply chain.

This study uses the combination of short-term game and long-term evolutionary game theory.

Findings of this study suggest that irrational decisions can make the evolutionary path of the digital supply chain complex and unpredictable.

This study proposes an evolutionary game model for the digital supply chain that can provide good guidance for the digitalization process of enterprises.

As the quality of the environment decreases, enterprises and consumers' awareness of environmental protection is constantly improving. More and more enterprises begin to increase their investment in carbon emission reduction and attract environmentally friendly consumers to buy low-carbon products through advertising. The purpose of this paper is to utilize a realistic differential game model to provide dynamic carbon emission reduction strategies, advertising strategies and cooperation methods for complex supply chain members from a long-term perspective.

This paper uses the extend Vidale-Wolfe model (V-W model) to discuss the dynamic joint emission reduction strategy in the supply chain.

(1) When consumers' awareness of environmental protection increases, on the whole, carbon emission reduction and profit of products show an upward trend. (2) From a long-term perspective, the manufacturer's advertising subsidy to one of the retailers is the best choice. If the strength of the two retailers is unbalanced, the manufacturer will choose to cooperate with the dominant retailer. (3) Advertising, as a marketing means for retailers to promote low-carbon products, can alleviate the adverse effects of prisoner's dilemma in a semi-cooperative state, but it cannot achieve the Pareto optimization result.

This paper focuses on the analysis of the situation that when the manufacturer is the leader and thinks that consumers are active advocates of low-carbon products.

The results of this paper can provide theoretical basis for the joint emission strategy of supply chain members in low-carbon environment.

This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention.

Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers.

The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort.

This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions.

The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

Corporate social responsibility (CSR) has received significant attention and has become a global trend that challenges the role of business. The purpose of this study is to examine how the fashion industry responds to public pressure in terms of sustainability by promoting its CSR commitments through CSR advertising.

A quantitative content analysis was conducted to examine how the fashion industry advertises its CSR commitments on social media. To explore the trend and various perspectives of CSR advertising presented by the fashion industry, the top six fashion brands that are well known for their sustainability performance were selected and their Instagram posts from 2019 were fully investigated.

The findings from the study indicate that the fashion industry uses different strategies for CSR advertising campaigns. It provides evidence that fashion brands, overall, focus on sustainability efforts for the environment and visually communicate their CSR practices through a framework that highlights greenness and environmentally friendly messages in CSR advertising.

CSR allows organizations to communicate with consumers about how business can be operated for a sustainable future. CSR advertising is an emerging field as company's CSR practices can create strategic benefits when the practices have high visibility. However, little work has been done to analyze CSR advertising on social media. Therefore, the present study adds values to the existing literature on CSR advertising, which is important to both academic researchers and practitioners.

There are manufacturer, remanufacturer and advertising agency in the study. The first manufacturer is a traditional manufacturer that produces new product, while the second one operates a reverse channel producing remanufactured products from used cores. Both manufacturers bundle their products with advertisement and outsource advertising services to agents. The agents independently determine the advertising levels and take the advertising prices from manufacturers. The purpose of this paper is to study the advertising decisions of new and remanufactured products under direct-sales model.

In this study, it is assumed that the remanufacturer invests extra effort in facilitating the remanufacturing process. First, the authors establish a noncooperative Stackelberg model, where the manufacturers are the leaders and the agents are the followers. And the authors solve the equilibrium strategies backward in this two-stage model. Second, the authors observe the equilibrium characteristics with respect to the advertising price and level decisions for all members in the supply chain. The third, the authors also investigate the competition between two products and the profits of chain members. Based on the theoretical and numerical analysis, the authors derive economic and managerial insights for chain members.

The analysis generates the following insights. First, advertising prices and levels decrease with the increase of ultimate cost of advertising and product unit cost. Second, with greater cost-savings, remanufactured products have advantages over new products in advertising price, level and market demand. Third, when advertising elasticity is greater, remanufactured products are superior to new products in demand, advertising price and level, and remanufactured products become more competent than new products. Manufacturers and agents would like to choose the products with high advertising elasticity for remanufacturing or advertising, respectively, to pursue their maximum profits.

The contribution is constructive as no prior research has abstracted advertising service and regarded agents as chain members in a closed-loop supply chain (CLSC) with remanufacturing. Besides, the results also provide guidelines for choosing marketing strategies for advertising price and level decisions under CLSC condition.

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

A qualitative analysis of business association sources is used to explore the institutional development of international advertising.

A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.

While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.

By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.

The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.