Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Mitchell, Andrew A.; Olson, Jerry C.

doi:10.2307/3150973

Cited by 1,060 publications

(394 citation statements)

References 29 publications

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“…Marketing communication provides free-trial customers with information that can compensate for their relatively high uncertainty (Mitchell and Olson 1981). Regular customers, in contrast, may be less susceptible to external information because of confidence in their level of expertise (Brucks 1985;Hoch and Deighton 1989).…”

Section: Impact Of Marketing Communication On Retentionmentioning

confidence: 99%

The Challenge of Retaining Customers Acquired with Free Trials

Datta

Foubert

Heerde

2015

Journal of Marketing Research

117

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Many service firms acquire customers by offering free-trial promotions. However, a crucial challenge is to retain the customers acquired with these free trials. To address this challenge, firms need to understand how free-trial customers differ from regular customers in terms of their decisions to retain the service. This article conceptualizes how marketing communication and usage behavior drive customers’ retention decisions and develops hypotheses about the impact of free-trial acquisition on this process. To test the hypotheses, the authors model a customer's retention and usage decisions, distinguishing usage of a flat-rate service and usage of a pay-per-use service. The model allows for unobserved heterogeneity and corrects for selection effects and endogeneity. Using household panel data from a digital television service, the authors find systematic behavioral differences that cause the average customer lifetime value of free-trial customers to be 59% lower than that of regular customers. However, free-trial customers are more responsive to marketing communication and usage rates, which offers opportunities to target marketing efforts and enhance retention rates, customer lifetime value, and customer equity.

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Section: Impact Of Marketing Communication On Retentionmentioning

confidence: 99%

The Challenge of Retaining Customers Acquired with Free Trials

Datta

Foubert

Heerde

2015

Journal of Marketing Research

117

View full text Add to dashboard Cite

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“…Thus findings of his study show positive effects of advertisement on attitude towards brand (Mitchell and Olson,[24]). …”

Section: Attitude Towards Brandmentioning

confidence: 93%

“…Mitchell and Olson [24] defined attitude toward the brand as "how an individual evaluation brand internally". According to Giner-Sorolla and Roger [25]), attitude is directional in terms of brand and attitude tells us about the degree of goodness and badness that a individual have towards a brand (Eagly and Chaiken, [21]).…”

Section: Background Informationmentioning

confidence: 99%

“…Mitchell and Olson [24] conducted a research in order to check the preposition for consumer's attitude in respect to product traits and brand by considering advertising effects study only. An advertisement was displayed in front of targeted number of respondents and the results of that experiment reveal attitude towards an advertisement also effects on attitude towards brand.…”

Section: Attitude Towards Brandmentioning

confidence: 99%

“…Mitchell and Olson [24] define attitude toward the brand as an "individual's internal analysis of the brand." Attitude towards brand was measured on 3-items on 7-points Likert scale (Very bad-Very good, Very negative-Very positive, Very bad quality-Very good quality).…”

Section: Moderating Variablementioning

confidence: 99%

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Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

Bilal¹,

Idrees²

2017

aeb

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A company importance can be changed by product-harm crisis (PHC). There are so many cases of PHC where weak response of the company's has resulted in negative effect on brand equity. Still less research studies were conducted on the effect of product-harm crises. The objective of this research is to investigate (a) the effect of PHC on customer's based brand equity (BE) (b) the moderating role of attitude towards brand (ATB) between PHC and BE. The population of this study consists of nine universities of Peshawar district offering business programs. Two universities were purposively selected. A sample of 200 undergraduate business students has been selected. After reading self-designed newspaper article by sampled undergraduate business students, questionnaires were filled on five and seven points' likert-scales. To investigate the effect of PHC on BE, simple linear regression was used. In order to measure the before and after effect of stone -walling response of a company on the relationship between PHC and BE, Wilcoxon signed-rank test was used. Also moderating effect of ATB was measured through SPSS. The overall results demonstrated that relationship between PHC and BE is statistically significant and negative. Additionally, the inclusion of ATB as a moderator has lessened the negative effects of PHC on BE. The effect of PHC on BE before stonewalling response was less negative as compared to after.

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The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing

1996

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Given the explosion of research in the past decade that has examined the Aad‐Ab‐PI relationship using adult subjects, one would expect to see an almost parallel stream of research involving children. However, as is evident in Brown and Stayman's (1992) meta‐analysis of the literature, no studies investigating this area have used children as the sample. This study provides an initial exploration into the Aad‐Ab‐PI relationship in children with specific focus given to the impact of brand familiarity and measurement timing while controlling for prior brand attitudes. Forty‐three third graders and sixty‐eight sixth graders participated in a 2 × 2 factorial experiment that manipulated brand familiarity (familiar vs. unfamiliar) and measurement timing (immediate vs. delayed). Similar to the results using adult subjects, the children's Aad measures significantly affected Ab for both familiar and unfamiliar brands, even after controlling for prior brand attitude. However, contrary to adult responses, the children's Aad had a significant, albeit modest, impact on their PI responses. Based on these results, the paper offers implications for marketers and public policy makers and questions for future research. © 1996 John Wiley & Sons, Inc.

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Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Cited by 1,060 publications

References 29 publications

The Challenge of Retaining Customers Acquired with Free Trials

The Challenge of Retaining Customers Acquired with Free Trials

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing

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