The impact of brand familiarity on online and offline media synergy

Name: The impact of brand familiarity on online and offline media synergy
Author: Pauwels, Koen Hendrik, Demirci, Ceren, Yıldırım, G., Srinivasan, S.

İsim	The impact of brand familiarity on online and offline media synergy
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

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The impact of brand familiarity on online and offline media synergy

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