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dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorDemirci, Ceren
dc.contributor.authorYıldırım, G.
dc.contributor.authorSrinivasan, S.
dc.date.accessioned2016-07-26T12:21:48Z
dc.date.available2016-07-26T12:21:48Z
dc.date.issued2016
dc.identifier.issn0167-8116
dc.identifier.urihttp://hdl.handle.net/10679/4292
dc.identifier.urihttp://www.sciencedirect.com/science/article/pii/S0167811616300362
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription.
dc.description.abstractRooted 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.
dc.description.sponsorshipMICINN
dc.language.isoengen_US
dc.publisherElsevier
dc.relation.ispartofInternational Journal of Research in Marketing
dc.rightsrestrictedAccess
dc.titleThe impact of brand familiarity on online and offline media synergyen_US
dc.typeArticleen_US
dc.peerreviewedyes
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.startpage1
dc.identifier.endpage15
dc.identifier.wosWOS:000390736600004
dc.identifier.doi10.1016/j.ijresmar.2015.12.008
dc.subject.keywordsMarketing effectiveness
dc.subject.keywordsPaid
dc.subject.keywordsOwned and earned media
dc.subject.keywordsSynergy
dc.subject.keywordsIntegrated marketing communications
dc.subject.keywordsBayesian vector autoregression
dc.identifier.scopusSCOPUS:2-s2.0-84973865980
dc.contributor.ozugradstudentDemirci, Ceren
dc.contributor.authorMale1
dc.contributor.authorFemale1


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