Advertising and Price to Sustain The Brand Value in a Licensing Contract

DOI10.1007/978-0-8176-8355-9_19zbMath1296.91066OpenAlexW2263030830MaRDI QIDQ2922587

Alessandra Buratto

Publication date: 13 October 2014

Published in: Advances in Dynamic Games (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1007/978-0-8176-8355-9_19

zbMATH Keywords

game theorylicensingadvertisingbrand value

Mathematics Subject Classification ID

Hierarchical games (including Stackelberg games) (91A65) Differential games (aspects of game theory) (91A23) Applications of game theory (91A80) Marketing, advertising (90B60)

Related Items (2)

When should a retailer invest in brand advertising? ⋮ When does a royalty clause with a guarantee lead to a no-equilibrium situation in a licensing contract?

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