Keywords: vertical cooperative advertising, marketing channels, bargaining solution analysis, triple pole approach, literature review, brand manufacturer attitudes, perceived value, branding
The value of the 'triple pole' approach in bargaining for vertical cooperative advertising and the research challenges for the evolution of this topic in the cooperative advertising literature
The research aim of this paper was to measure the value of the 'triple pole' approach in bargaining and investigate the potential evolutions and research challenges considering the evolution of the scholarly research in the cooperative advertising domain based on two studies. For the first study, the authors assessed sets of concepts that best reflect the cooperative advertising theme by conducting a series of multiple linear regression analyses. The regression equation for the sixth model deepened the understanding of how the underlined six key concepts influence the cooperative advertising theme. Trend analyses from 2013–2015 indicated prospects for a significant increase in research activity around five topics. The second study was conducted in order to explore brand manufacturers' perceived value of the 'triple pole' approach in bargaining for vertical cooperative advertising campaigns, based on a survey (pilot study). The comparison of the research results of the two studies allowed identifying several interesting conceptual developments.