Game analysis on the internet plus closed-loop supply chain considering the manufacturer's impact on promotional effect

To better understand the promotional effect of manufacturers' brands in Internet reverse supply chain, this research analyzes network platforms recycling as a collection strategy for waste products, which could also support the network take-back platform's decision making on recycling rate and manufacturer's purchasing quantity of waste products from the network take-back platform. It mainly aims to understand and determine optimal decision-making to enhance waste products collection rate in the recycling and remanufacturing process. Specifically, the game model is applied to analyze cooperation between manufacturers and network take-back platforms. In this regard, two scenarios of cooperation are considered, i.e., the manufacturer as the first cooperator and the manufacturer not being a first cooperator for the network take-back platform of waste products collection. Results show that the manufacturer's brand and advertising effect significantly influence product collection rate and profitability. In the case of the second scenario, the size of the existing manufacturers who are in partnership with the network take-back platform are found to have a negative and positive impact on the selling price of new products and profitability, respectively. Hence, it is implied that the manufacturer's reputation or brand can enhance consumers' trust in the take-back platform, thus, ultimately influencing waste products' take-back rate and profitability.