Rival-benefiting effect of advertising: experimental extension and empirical investigation
- Authors
- Song, Tae Ho; Kim, Sang Yong; Kim, Ho; Lee, Jin Won
- Issue Date
- 19-5월-2019
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Rival-benefiting effect of advertising; advertising effect; spillover; brand status
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING, v.38, no.4, pp.603 - 627
- Indexed
- SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- Volume
- 38
- Number
- 4
- Start Page
- 603
- End Page
- 627
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/65398
- DOI
- 10.1080/02650487.2019.1612622
- ISSN
- 0265-0487
- Abstract
- The present study provides an experimental extension for and empirical investigation of the rival-benefiting effect of advertising, which refers to the positive effect of a brand advertisement on the attitude towards or even actual sales of a rival brand. First, the authors experimentally present that the rival-benefiting effect of advertising is more likely when the rival brand is a major one. Second, for external validity, they present a methodological framework for the estimation of the rival-benefiting effect and empirically investigate the effect by applying the presented framework to real market data. Consistent with the experimental finding, the empirical investigation found that the rival-benefiting effect was stronger when the rival brand of the advertiser was a major brand. Finally, the study concludes with a summary on the limitations of the approach, along with future research opportunities.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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