The impact of brand familiarity on online and offline media synergy

Pauwels, Koen and Demirci, Ceren and Yildirim, Gokhan and Srinivasan, Shuba (2016) The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing, 33 (4). pp. 739-753. ISSN 0167-8116

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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.

Item Type:

Journal Article

Journal or Publication Title:

International Journal of Research in Marketing

Additional Information:

This is the author’s version of a work that was accepted for publication in International Journal of Research in Marketing. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Journal of Research in Marketing, 33, 4, 2016 DOI: 10.1016/j.ijresmar.2015.12.008

Uncontrolled Keywords:

/dk/atira/pure/subjectarea/asjc/1400/1406

Subjects:

?? marketing effectivenessonline paidowned and earned mediasynergyintegrated marketing communicationsbrand familiaritybayesian vector autoregressionmarketing ??

Departments:

Lancaster University Management School > Management Science

ID Code:

78859

Deposited By:

ep_importer_pure

Deposited On:

20 Jun 2016 12:40

Refereed?:

Yes

Published?:

Published

Last Modified:

27 Jan 2024 00:28

URI:

https://eprints.lancs.ac.uk/id/eprint/78859