Yazar
Pauwels, Koen Hendrik, Demirci, Ceren, Yıldırım, G., Srinivasan, S.
Basım Tarihi
2016
Basım Yeri
-
Elsevier
Konu
Marketing effectiveness, Paid, Owned and earned media, Synergy, Integrated marketing communications, Bayesian vector autoregression
Tür
Süreli Yayın
Dil
İngilizce
Dijital
Evet
Yazma
Hayır
Kütüphane
Özyeğin Üniversitesi
Demirbaş Numarası
0167-8116
Kayıt Numarası
7f7d0206-9551-4753-92de-de4e91136783
Lokasyon
Business Administration
Tarih
2016
Notlar
Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Örnek Metin
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
