Rival-benefiting effect of advertising: experimental extension and empirical investigation
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Song, Tae Ho | - |
dc.contributor.author | Kim, Sang Yong | - |
dc.contributor.author | Kim, Ho | - |
dc.contributor.author | Lee, Jin Won | - |
dc.date.accessioned | 2021-09-01T14:53:50Z | - |
dc.date.available | 2021-09-01T14:53:50Z | - |
dc.date.created | 2021-06-19 | - |
dc.date.issued | 2019-05-19 | - |
dc.identifier.issn | 0265-0487 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/65398 | - |
dc.description.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. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | - |
dc.subject | SPREADING ACTIVATION THEORY | - |
dc.subject | IMPULSE-RESPONSE ANALYSIS | - |
dc.subject | BRAND | - |
dc.subject | MEMORY | - |
dc.subject | CHOICE | - |
dc.subject | MARKET | - |
dc.subject | INTERFERENCE | - |
dc.subject | RECALL | - |
dc.subject | MODEL | - |
dc.title | Rival-benefiting effect of advertising: experimental extension and empirical investigation | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Kim, Sang Yong | - |
dc.identifier.doi | 10.1080/02650487.2019.1612622 | - |
dc.identifier.scopusid | 2-s2.0-85066619286 | - |
dc.identifier.wosid | 000476553600007 | - |
dc.identifier.bibliographicCitation | INTERNATIONAL JOURNAL OF ADVERTISING, v.38, no.4, pp.603 - 627 | - |
dc.relation.isPartOf | INTERNATIONAL JOURNAL OF ADVERTISING | - |
dc.citation.title | INTERNATIONAL JOURNAL OF ADVERTISING | - |
dc.citation.volume | 38 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 603 | - |
dc.citation.endPage | 627 | - |
dc.type.rims | ART | - |
dc.type.docType | Article; Proceedings Paper | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalResearchArea | Communication | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.relation.journalWebOfScienceCategory | Communication | - |
dc.subject.keywordPlus | SPREADING ACTIVATION THEORY | - |
dc.subject.keywordPlus | IMPULSE-RESPONSE ANALYSIS | - |
dc.subject.keywordPlus | BRAND | - |
dc.subject.keywordPlus | MEMORY | - |
dc.subject.keywordPlus | CHOICE | - |
dc.subject.keywordPlus | MARKET | - |
dc.subject.keywordPlus | INTERFERENCE | - |
dc.subject.keywordPlus | RECALL | - |
dc.subject.keywordPlus | MODEL | - |
dc.subject.keywordAuthor | Rival-benefiting effect of advertising | - |
dc.subject.keywordAuthor | advertising effect | - |
dc.subject.keywordAuthor | spillover | - |
dc.subject.keywordAuthor | brand status | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.