How does awareness evolve when advertising stops? The role of memory

Aravindakshan, Ashwin; Naik, P. A.

doi:10.1007/s11002-010-9127-9

Cited by 34 publications

(32 citation statements)

References 23 publications

(25 reference statements)

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“…Advertising is widespread and commonly used by marketers to introduce, remind, recall and position their products and services in consumers' mind. Aravindakshan and Naik (2011) observed that when advertising is stopped the ad stay in the memory of the customers for three weeks. Channel members are also important in the value creation process by marketers.…”

Section: Brand Awareness and Brand Loyaltymentioning

confidence: 99%

Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty

Saleem¹,

Rahman²,

Umar³

2015

IJMS

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This study examined the antecedents of brand equity such as, brand awareness, perceived quality and the mediating role of a brand Image on brand loyalty. Total number of (n = 150) questionnaires were distributed among the consumers living in four cities (Islamabad, Rawalpindi, Sialkot, and Sargodha) of Pakistan. Out of the total questionnaires only (n = 130, 86.6%) completed questionnaires were received. Pearson correlation, linear regression and multiple regression tests were used to test the data and infer the results. Results show a positive relationship between the independent and dependent variables. Additionally, mediation has been found between brand awareness, perceived quality and brand loyalty due to brand image. It means that brand awareness and perceived quality develop the brand image which ultimately yields brand loyalty. Thus loyalty programs of beverage companies should focus on brand awareness and consumers' perception of quality. Overall, these results show that the influence on brand loyalty varies across various variables of the study. The results contribute significantly to the brand equity topic.

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Section: Brand Awareness and Brand Loyaltymentioning

confidence: 99%

Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty

Saleem¹,

Rahman²,

Umar³

2015

IJMS

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“…Retailer advertising and manufacturer advertising costs are convex and represented, respectively, by 1 2 a 2 i and 1 2 A 2 i . Convex costs are a standard assumption in the literature when advertising decision variables enter the demand functions linearly.…”

Section: The Modelmentioning

confidence: 99%

“…Pulsing is also considered a better cost-saving advertising practice, compared to other scheduling alternatives, when advertising effects decay slowly over time (Ephron and McDonald, 2002;Dubé et al, 2005). Advertisers can take advantage of the carryover effect and temporally stop their advertising activities as a way of reducing advertising costs (Aravindakshan and Naik, 2011). This well-established theory in the monopoly has not been formally assessed in a marketing channel context.…”

Section: Introductionmentioning

confidence: 99%

Retailer and manufacturer advertising scheduling in a marketing channel

Martín‐Herrán

Sigué

2017

Journal of Business Research

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Despite the fact that the use of sporadic advertising schedules is well established in both the advertising literature and market place, the marketing channel literature that focuses on vertical interactions has consistently prescribed continuous advertising strategies over time. This paper investigates, in a bilateral monopoly context a situation in which a manufacturer and a retailer control their pricing and advertising decisions, the optimal scheduling of advertising in a planning horizon of three periods. We found that, consistent with the advertising literature, the integrated channel adopts pulsing to benefit from advertising positive carryover effects. Conversely, when pricing and advertising decisions are uncoordinated, channel members can optimally implement each of the following three advertising schedules. The full continuous schedule where channel members advertise in the three periods. The full pulsing schedule in which the two channel members advertise only in the first and third periods. The mix schedule where the retailer advertises in the three periods and the manufacturer advertises exclusively in the first and third periods. Depending on the magnitude of the long-term effects of retailer and manufacturer advertising, each of the three schedules can be implemented.

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“…The forgetting rate enables the depreciation of the effect of information between time t to t + 1. The forgetting rate is used in advertisement to calculate the information diffusion of adverts over a given time (Aravindakshan & Naik, 2011;Naik, 1999;West & Harrison, 1989). In this study, the information on energy efficiency measures can be seen as the advert diffused within the community through social interactions.…”

Section: The Expected Energy Cost Savings Modelmentioning

confidence: 99%

How information propagation in social networks can improve energy savings based on time of use tariff

Ekpenyong

Zhang²,

Xia

2015

Sustainable Cities and Society

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The expected savings from energy efficiency projects are divided into two, direct savings and indirect savings. Direct savings refer to savings obtained through the personal effort of an individual implemen-ting some energy efficiency measures. Indirect savings are achieved through information transmission of energy efficiency measures from an individual to his/her neighbours. In this paper information trans-mission is seen as human contribution for energy savings through interactions within the social network. This paper formulates a mathematical model that calculates an expected energy cost savings model that consists of direct and indirect savings. Indirect savings are made through social interactions of people in a network over time. Direct savings calculations are based on the Homeflex time of use tariff of South Africa. A case study of thirty-six households is used to illustrate the impact individuals have on the rest of their network in transferring information about the energy efficiency measures they have implemented. The results show that social interactions can improve energy efficiency savings and consequently reduce electricity cost.

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How does awareness evolve when advertising stops? The role of memory

Cited by 34 publications

References 23 publications

Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty

Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty

Retailer and manufacturer advertising scheduling in a marketing channel

How information propagation in social networks can improve energy savings based on time of use tariff

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