Browsing Faculty Publications by Author "Karray, Salma"
Now showing items 1-9 of 9
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Assessing the profitability of cooperative advertising programs in competing channels
Karray, Salma; Martin-Herran, Guiomar; Zaccour, Georges (Elsevier, 2017-02)A large literature studied the profitability (effectiveness) of cooperative advertising programs (CAPs) in distribution channels, but very few studies modeled pricing decisions in competitive markets under different channel ... -
‘Buy n times, get one free’ loyalty cards: Are they profitable for competing firms? A game theoretic analysis
Bazargan, Amirhossein; Karray, Salma; Zolfaghari, Saeed (2017-08-10)This paper evaluates whether firms offering loyalty programs (LPs) should choose a restricted redemption policy by imposing a specific number of purchases before customers can redeem their points. Such restriction is ... -
Cooperative advertising for competing manufacturers: The impact of long-term promotional effects
Karray, Salma; Martin-Herran, Guiomar; Sigue, Simon-Pierre (ScienceDirect, 2017-02)The effectiveness of cooperative advertising programs is studied in a market where two competing manufacturers deal with an exclusive retailer and two products. Two two-stage game theoretic models are developed to analyze ... -
Cooperative advertising in competing supply chains and the long-term effects of retail advertising
Karray, Salma; Martin-Herran, Guiomar; Sigue, Simon Pierre (2021-09-03)The profitability of cooperative advertising (CA) programs is analyzed in a supply chain where competing manufacturers sell their products through competing retailers. We study a two-period game-theoretic model that accounts ... -
The Effectiveness of Movie Trailer Advertising
Karray, Salma; Debernitz, Lidia (2015-09-24)Prior to a movie release in theatres, trailer advertising provides valuable information that can help viewers and investors form expectations about the movie's future success. While previous research has looked at the ... -
A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally
Karray, Salma; Sigué, Simon Pierre (Elsevier, 2015-07)This paper studies the optimal choice of promotional partners in a three-firm market where two firms sell complementary products and a third firm sells an independent product. Game-theoretic models are developed to investigate ... -
Informational and/or Transactional Websites: Strategic Choices in a Distribution Channel
Karray, Salma; Sigue, Simon Pierre (Elsevier, 2017)While most businesses have faced the decision of whether to operate an informational and/or a transactional website, the literature on website selection in marketing channels remains very sparse. This paper proposes an ... -
Modeling reward expiry for loyalty programs in a competitive market
Bazargan, Amirhossein; Karray, Salma; Zolfaghari, Saeed (2017-08-10)This paper investigates reward expiry for loyalty programs. It provides insights into the profitability of setting reward expiry for competing firms and identifies conditions under which such a policy would be beneficial. ... -
Should Companies Jointly Promote their Complementary Products when they Compete in other Product Categories?
Karray, Salma; Sigue, Simon-Pierre (ScienceDirect, 2016-12)Joint promotions, whereby companies pool marketing resources to promote their brands, are increasingly used to reduce marketing costs and develop common business opportunities, but formal knowledge about how they should ...