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The effects of advertising on retail price competition under vertical restraint A Japanese case

机译：纵向约束下广告对零售价格竞争的影响日本案例

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摘要

This paper investigates the impact of vertical restraint on advertising effects. A model is postulated in which a manufacturer can influence retail price competition through advertising by increasing brand penetration, thus reducing retail price competition, and at the same time by increasing the promotional pricing of retailers, thus intensifying retail price competition. Moreover, vertical restraint will influence the effects of advertising on retail price competition by strengthening the relationship between brand penetration and retail price competition, and by weakening the relationship between advertising and promotional pricing of retailers. Consequently, retail price competition will be reduced. Empirical evidence from cross-sectional data from Japan supports our hypotheses that retail price competition is a function of not only the effects of advertising on brand penetration and promotional pricing, but also the influence of vertical restraint on advertising effects.
机译：本文研究了垂直约束对广告效果的影响。提出了一种模型，其中制造商可以通过增加品牌渗透率，从而减少零售价格竞争，同时通过提高零售商的促销价格，从而加剧零售价格竞争来通过广告来影响零售价格竞争。此外，纵向约束会通过加强品牌渗透率和零售价格竞争之间的关系，以及削弱零售商的广告和促销价格之间的关系来影响广告对零售价格竞争的影响。因此，零售价格竞争将减少。来自日本的横截面数据的经验证据支持我们的假设，即零售价格竞争不仅是广告对品牌渗透率和促销价格的影响，而且是纵向约束对广告影响的影响。

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