Author
Pauwels, Koen Hendrik, Demirci, Ceren, Yıldırım, G., Srinivasan, S.
Publication Date
2016
Publication Place
-
Elsevier
Subject
Marketing effectiveness, Paid, Owned and earned media, Synergy, Integrated marketing communications, Bayesian vector autoregression
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
0167-8116
Record ID
7f7d0206-9551-4753-92de-de4e91136783
Library Location
Business Administration
Date
2016
Notes
Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Sample Text
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.
DOI
10.1016/j.ijresmar.2015.12.008
