Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/168276
Authors: 
Helfrich, Magdalena
Herweg, Fabian
Year of Publication: 
2017
Series/Report no.: 
Beiträge zur Jahrestagung des Vereins für Socialpolitik 2017: Alternative Geld- und Finanzarchitekturen - Session: Marketing G12-V1
Abstract: 
We provide an explanation for a brand manufacturer's rationale to prohibit retailers to distribute its products over the internet, based on the assumption that a consumer's purchasing decision is distorted by salient thinking. We find that banning online distribution of the branded good aligns retailers’ incentives with the manufacturer's interest to make quality the salient product attribute and allows it to charge a higher wholesale price than under free distribution.
JEL: 
D43
K21
L42
Document Type: 
Conference Paper

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