PurposeFrom an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand familiarity moderates this influence.Design/methodology/approachA sample of 194 subjects participated in a between subjects experiment. An integrated communication campaign composed of two different tools (advertising and nonmonetary promotion) was assessed by individuals. Brand familiarity (familiar brand vs unfamiliar brand) and consistency among messages (high vs moderate) were manipulated to test a set of hypotheses.FindingsResults show that the effectiveness of consistency among messages depends on brand familiarity. For familiar brands moderately consistent messages improve their awareness (recall), enrich their network of associations, and generate more favourable responses and brand attitudes. However, for unfamiliar brands, no significant differences are found between high and moderate levels of consistency, except for brand recall, being higher when highly consistent messages are used.Research limitations/implicationsLimitations of the study are those typically associated with the experimental methodology. Specifically, a single product category and only two communication tools were used in the experiment which may limit the generalisability of the results.Practical implicationsFor unfamiliar brands, brand managers should focus on consistent brand messages to build awareness for these unknown brands. By contrast, for familiar brands the goal of the communication strategy must be to revive the interest in them through moderate consistent messages that can excite consumers and make them think again about these brands.Originality/valueThe originality of this study resides in incorporating the newest approach of communication management (integrated marketing communication or IMC) to illustrate how consistency among messages could be used to build the type of brand knowledge structure that nurtures brand equity. Furthermore, compared to previous studies of IMC, which have addressed this issue under a merely conceptual perspective, this paper offers empirical evidences using a more practical perspective and focusing on managing brand knowledge structures as a way for improving brand image.
Parallel programming is a requirement in the multi-core era. One of the most promising techniques to make parallel programming available for the general users is the use of parallel programming patterns. Functional pipeline parallelism is a pattern that is well suited for many emerging applications, such as streaming and "Recognition, Mining and Synthesis" (RMS) workloads. In this paper we develop an analytical model for pipeline parallelism based on queueing theory. The model is useful to both characterize the performance and efficiency of existing implementations and to guide the design of new pipeline algorithms.We demonstrate the usefulness of the model by characterizing and optimizing two of the PARSEC benchmarks, ferret and dedup. We identified two issues with these codes: load imbalance and I/O bottlenecks. We addressed load imbalance using two techniques: i) parallel pipeline stage collapsing; and ii) dynamic scheduling. We implemented these optimizations using Pthreads and the Threading Building Blocks (TBB) libraries. We compare the performance of different alternatives and we note that the TBB implementation based on work stealing outperforms all other variants.
This study takes a social marketing perspective to explore community disaster preparedness by considering (1) appropriate sources of information about disaster severity, (2) the ways that community members process information, and (3) how social marketing programs might improve people's ability to protect themselves against natural disasters. With a foundation in the persuasion knowledge model and a scenario-based approach, the authors apply a latent moderated structural equation model to data collected in southern Spain. Consumers first develop persuasion knowledge about a social marketing campaign by performing a threat appraisal and then engage in information seeking, which drives persuasion coping, before activating protective behavior. Systematic processing attenuates the effect of response barriers on persuasion coping but strengthens the subsequent effects of persuasion coping on protective behavior. Social marketers should encourage consumers to engage with community programs and help revise public policy to enhance communities' capacities to react to seismic disasters. This article also suggests implications related to the uses of social media and the adoption of the European Union's advanced seismic code.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.