... This research uses a theoretical framework using a Stackelberg game model to analyze manufacturers’ decision-making processes amid evolving consumer behaviors. It intricately explores the strategic implications across three distinct channel structures: manufacturer direct sales (MD), retailer resale (RR...

... is that the manufacturer does not incorporate the retailer's fairness concern, and the retailer does not introduce the SB. When acceptance extent on SB is high, the manufacturer incorporates the retailer's fairness concern and the retailer introduces the SB. Store brand Stackelberg game Fairness concern Strategy...