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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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.

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Journal Article
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International Journal of Research in Marketing
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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
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20 Jun 2016 12:40
Last Modified:
15 Jun 2022 00:14