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The present study ponders a significant type of non-monetary form of sales promotion called freebies. It refers to offering a gift of some worth to the customer along with the product purchased. While prior studies focused primarily on monetary forms of sales promotion, a very minimal number of works were conducted on its counterpart. The study bridges the gap between non-monetary sales promotion and brand loyalty in India and inspects into Generation Z consumer behavior toward dietary supplements. It checks whether a freebie campaign influences perceived quality, customer perceived value and purchase intentions. It also investigates the role of the variables as mediators and inspects whether they play any role between freebies and brand loyalty. Intercept method of data collection is applied for the survey across 388 health-conscious respondents. Regression and mediation analysis present that freebies influence the variables positively and partial mediation exists between the causal and outcome variable. [ABSTRACT FROM AUTHOR]

In this paper, cooperative advertising in a manufacturer–retailer supply chain is studied. Advertising can enhance willingness to pay (WTP) of customers. This trade-off between the benefits of increasing WTP of customers and the advertising expenditure is a key to understanding the retailers optimal advertising decision. On the other hand, it is interesting to understand in which condition supporting the retailer for his advertising expenditure is beneficial for the manufacturer. In this study, in order to capture pricing and advertising strategies of the channel member, three non-cooperative games including Nash, Stackelberg retailer and Stackelberg manufacturer game-theoretic models are established. In spite of the related studies which restrict price in order to prevent negative demand, the proposed model allows channel members to increase their prices by enhancing WTP of customers. In this study, contrary to similar additive form demand functions applied in the co-op ad literature which limits their studies for cases that profit function is concave with respect to variables, optimal prices and advertising strategies are obtained for all the solution space. Surprisingly for the very high values of the advertising effect coefficient, a finite optimal advertising expenditure is achieved. [ABSTRACT FROM AUTHOR]