The impact of brand familiarity on online and offline media synergy
File(s)
Author(s)
Pauwels, K
Demirci, C
Yildirim, G
Srinivasan, S
Type
Journal Article
Abstract
Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to estimate long-term elasticities for four brands. The authors distinguish customer-initiated communication (typically online) from firm-initiated communication (typically offline). Their results indicate that within-online synergy is higher than online–offline synergy for both familiar brands but not for both unfamiliar brands. Managers of unfamiliar brands may obtain substantial synergy from offline marketing spending, even though its direct elasticity pales in comparison with that of online media while managers of familiar brands can generate more synergy by investing in different online media.
Date Issued
2016-12-01
Date Acceptance
2015-12-10
Citation
International Journal of Research in Marketing, 2016, 33 (4), pp.739-753
ISSN
0167-8116
Publisher
Elsevier
Start Page
739
End Page
753
Journal / Book Title
International Journal of Research in Marketing
Volume
33
Issue
4
Copyright Statement
© 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Subjects
Social Sciences
Business
Business & Economics
Marketing effectiveness
Paid, Owned and earned media
Synergy
Integrated marketing communications
Bayesian vector autoregression
WORD-OF-MOUTH
MULTIVARIATE MODELS
PRICE PROMOTIONS
FIELD EXPERIMENT
REPETITION
SALES
INFERENCE
QUALITY
1505 Marketing
Marketing
Publication Status
Published
Date Publish Online
2016-03-19