The effect of media advertising on brand consideration and choice

Nobuhiko Terui, Masataka Ban, Greg M. Allenby

研究成果: Article査読

31 被引用数 (Scopus)

抄録

The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong support for advertising effects on choice through an indirect route of consideration set formation that does not directly affect brand utility. Implications for media buying and advertising effects are explored.

本文言語English
ページ(範囲)74-91
ページ数18
ジャーナルMarketing Science
30
1
DOI
出版ステータスPublished - 2011 1月

ASJC Scopus subject areas

  • ビジネスおよび国際経営
  • マーケティング

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