Sökning: (AMNE:(SOCIAL SCIENCES Business and economics)) lar1:(hhs) pers:(Dahlén Micael)
> (2001-2004) >
Interference effect...
Interference effects of a purchase on subsequent advertising within the category
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- Nordfält, Jens (författare)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Dahlén, Micael (författare)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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(creator_code:org_t)
- Taylor & Francis Ltd, 2004
- 2004
- Engelska.
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis Ltd. - 2164-7313 .- 1064-1734. ; 26:1, s. 1-8
- Relaterad länk:
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https://research.hhs...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- This article investigates how the purchase of a brand affects consumers' responses to subsequent advertising in the product category. In heavily advertised product categories, ads suffer from competitive interference, meaning that the effectiveness is lowered for the individual ads. Therefore, marketers use recency planning, where the aim is to expose the ad as closely as possible to the purchase. This study finds that the purchase in itself exerts interference on subsequent advertising, affecting variables such as perception of new brand associations, ad credibility, and ad-related brand recall.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Publikations- och innehållstyp
- art (ämneskategori)
- vet (ämneskategori)
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