Home > Research > Publications & Outputs > The impact of brand familiarity on online and o...

Electronic data

  • Impact of Brand Familiarity on Online and Offline Media Synergy

    Rights statement: 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

    Accepted author manuscript, 339 KB, PDF document

    Available under license: CC BY-NC-ND: Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

Links

Text available via DOI:

View graph of relations

The impact of brand familiarity on online and offline media synergy

Research output: Contribution to journalJournal article

Published

Standard

The impact of brand familiarity on online and offline media synergy. / Pauwels, Koen; Demirci, Ceren; Yildirim, Gokhan; Srinivasan, Shuba.

In: International Journal of Research in Marketing, Vol. 33, No. 4, 12.2016, p. 739-753.

Research output: Contribution to journalJournal article

Harvard

Pauwels, K, Demirci, C, Yildirim, G & Srinivasan, S 2016, 'The impact of brand familiarity on online and offline media synergy', International Journal of Research in Marketing, vol. 33, no. 4, pp. 739-753. https://doi.org/10.1016/j.ijresmar.2015.12.008

APA

Pauwels, K., Demirci, C., Yildirim, G., & Srinivasan, S. (2016). The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing, 33(4), 739-753. https://doi.org/10.1016/j.ijresmar.2015.12.008

Vancouver

Pauwels K, Demirci C, Yildirim G, Srinivasan S. The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing. 2016 Dec;33(4):739-753. https://doi.org/10.1016/j.ijresmar.2015.12.008

Author

Pauwels, Koen ; Demirci, Ceren ; Yildirim, Gokhan ; Srinivasan, Shuba. / The impact of brand familiarity on online and offline media synergy. In: International Journal of Research in Marketing. 2016 ; Vol. 33, No. 4. pp. 739-753.

Bibtex

@article{b5dc2a2dc2b64eab9d69073c0e65393c,
title = "The impact of brand familiarity on online and offline media synergy",
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.",
keywords = "marketing effectiveness, online paid, owned and earned media, synergy, integrated marketing communications, brand familiarity, Bayesian Vector Autoregression",
author = "Koen Pauwels and Ceren Demirci and Gokhan Yildirim and Shuba Srinivasan",
note = "This is the author{\textquoteright}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",
year = "2016",
month = dec
doi = "10.1016/j.ijresmar.2015.12.008",
language = "English",
volume = "33",
pages = "739--753",
journal = "International Journal of Research in Marketing",
issn = "0167-8116",
publisher = "Elsevier",
number = "4",

}

RIS

TY - JOUR

T1 - The impact of brand familiarity on online and offline media synergy

AU - Pauwels, Koen

AU - Demirci, Ceren

AU - Yildirim, Gokhan

AU - Srinivasan, Shuba

N1 - 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

PY - 2016/12

Y1 - 2016/12

N2 - 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.

AB - 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.

KW - marketing effectiveness

KW - online paid

KW - owned and earned media

KW - synergy

KW - integrated marketing communications

KW - brand familiarity

KW - Bayesian Vector Autoregression

U2 - 10.1016/j.ijresmar.2015.12.008

DO - 10.1016/j.ijresmar.2015.12.008

M3 - Journal article

VL - 33

SP - 739

EP - 753

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

SN - 0167-8116

IS - 4

ER -