کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
4959621 | 1445948 | 2017 | 41 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
An analytical model of the relationship between product quality and advertising
ترجمه فارسی عنوان
یک مدل تحلیلی از ارتباط بین کیفیت محصول و تبلیغات
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
کلمات کلیدی
تبلیغات پویا، کیفیت محصول، ارتباط با کیفیت تبلیغات بازاریابی مخلوط، کنترل بهینه،
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
علوم کامپیوتر (عمومی)
چکیده انگلیسی
The existing literature debates if the products of better quality are more heavily advertised. This article resolves this contradiction by answering the question of when better quality leads to more advertising. It provides a novel articulation of prior empirical research, modeling the advertising-quality relationship in an optimal control setting. On the supply-side, a firm carries out advertising to promote its product and product innovation policies that improves product quality. On the demand-side, consumers are sensitive to product price, product quality, and advertising expenditure. The paper identifies the conditions that will dictate when the advertising-quality relationship will be positive or negative. The argument is that advertising increases with quality (i.e., positive relationships) if the demand effects (quality and advertising effects on demand) outweigh the supply effect (quality effect on cost). Alternatively, advertising decreases with quality (i.e., negative relationships) if the demand effects are lower than the supply effect. Consequently, despite consumer awareness of quality, a firm may advertise a product of lower quality more to maximize profit.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: European Journal of Operational Research - Volume 263, Issue 1, 16 November 2017, Pages 295-307
Journal: European Journal of Operational Research - Volume 263, Issue 1, 16 November 2017, Pages 295-307
نویسندگان
Régis Y. Chenavaz, Sajjad M. Jasimuddin,