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<p>We study the brand marketing with social responsibility (BMSR) strategy in a cooperative-platform supply chain with two types of customers heterogeneous in product valuation and prosocial preference. Under the BMSR strategy, some regular products are promoted as social responsibility products, which generate warm glow effects on the prosocial customers. For the centralized system, we consider with and without the BMSR strategies. For the decentralized system, we consider without the BMSR strategy, cooperative-led (platform-led) BMSR strategy wherein the cooperative (platform) implements the BMSR. We find that when the prosocial customers are high-end customers, the BMSR strategy should be always launched. However, if the prosocial customers are low-end customers, the BMSR strategy is effective only when cost coefficient of the brand marketing and unit production cost are small enough. Moreover, we find that the BMSR strategy can mitigate customer cannibalization, and the entire customer surplus can be fully extracted under certain conditions.</p>

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Brand marketing strategy with social responsibility: product line design and pricing

  • 期刊论文

  • 发表日期：

    2025年6月30日

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  • Ying Hu,
  • Guoxuan Huang,
  • Yefei Yang

摘要

We study the brand marketing with social responsibility (BMSR) strategy in a cooperative-platform supply chain with two types of customers heterogeneous in product valuation and prosocial preference. Under the BMSR strategy, some regular products are promoted as social responsibility products, which generate warm glow effects on the prosocial customers. For the centralized system, we consider with and without the BMSR strategies. For the decentralized system, we consider without the BMSR strategy, cooperative-led (platform-led) BMSR strategy wherein the cooperative (platform) implements the BMSR. We find that when the prosocial customers are high-end customers, the BMSR strategy should be always launched. However, if the prosocial customers are low-end customers, the BMSR strategy is effective only when cost coefficient of the brand marketing and unit production cost are small enough. Moreover, we find that the BMSR strategy can mitigate customer cannibalization, and the entire customer surplus can be fully extracted under certain conditions.