کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1029445 942627 2010 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Competitive advertising within store flyers: A win–win strategy?
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Competitive advertising within store flyers: A win–win strategy?
چکیده انگلیسی

This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers. Findings from an intersubject experiment that uses various familiar and unfamiliar competing brands confirm that store flyers’ competitive advertising improves consumers’ perceptions of the variety of the retailer’s assortment, which has a positive impact on intentions to visit the store and buy. However, increasing the number of competing brands does not harm manufacturers; rather, it enhances recognition of brands, especially for well-known brands. This article concludes with a discussion of the theoretical and managerial implications of these findings for the design of store flyers.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 17, Issue 6, November 2010, Pages 478–486
نویسندگان
, , ,