The economic value of private brands and online marketing channel have been widely recognized in literature and practical life. Besides, studies show that advertising, as one of the major factors, can affect consumer attitudes and has significant effects on demand and profit. On the existing basis, this paper analyzes the advertising strategies under competition between a national brand manufacturer and a retailer with private brand, where the national brand can be sold both through a direct channel and a store channel but the retailer brand can be sold only through a store channel. We study t...
