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
Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
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 -