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The reference quality effect is an important factor that influences consumer purchasing behavior. To investigate how firms should incorporate the reference quality effect under different business models, we focus on a supply chain consisting of a supplier and a retailer where the retailer can be an offline store, a pure online store or a combination of offline and online stores within an offline to...
This paper proposes a pricing game among a manufacturer and two competing suppliers. One of the suppliers establishes an ingredient brand, which can enhance the valuations of the end products. The equilibrium is derived to investigate the impact of the ingredient brand awareness and the production costs on the suppliers’ pricing competition, the manufacturer’s product mix and retail price(s), and...
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