Sponsored brands video rings up clicks and sales in the short and long run

Koen Pauwels,

Michael Peran,

Zee Shah

et al.

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2024

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Cited by 4 publications

References 29 publications

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When and how digital novel technologies matter to firm marketing performance

Gnizy

2024

J Market Anal

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When and how digital novel technologies matter to firm marketing performance

Gnizy

2024

J Market Anal

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The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices

Luna-Cortes,

López-Bonilla,

López-Bonilla

2024

J Market Anal

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The purpose of this research is to test the moderating role of perceived brand globalness (PBG) on consumer unfavourable attitudes and buying intention towards brands associated with a conflicting political belief. Three studies were conducted. Study 1 (N = 228) examines the effect of a brand being associated with a conflicting political belief on attitude and buying intention. Study 2 (N = 212) tests the moderating role of PBG among these relationships. Study 3 (N = 126) tests the moderating role of PBG for a service brand and adds the mediating role of self-congruity. We followed marketing analytics best practices to examine causal effects of manipulated stimuli. We also examined the psychometric characteristics of the data-collection tool and tested direct relationships between variables. Additionally, we used percentile bootstrap confidence intervals, with PROCESS-Macro, to test mediating effects in the theoretical model. The studies include moderating analyses and analysis of variance. The results show that the association of a brand with a conflicting political belief negatively influences perceived self-congruity, which leads to an unfavourable attitude and, in turn, to a lower buying intention. Presenting a brand as global mitigates such unfavourable effects. The moderating effect of PBG is confirmed for a tangible product and for a service brand.

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Data-driven budget allocation of retail media by ad product, funnel metric, and brand size

Qin,

Pauwels,

Zhou

2024

J Market Anal

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Sellers on online marketplaces such as Amazon.com use a variety of retail and retail media advertising services to improve their brand performance, including awareness, consideration, and revenue. But how can they measure their progress and drive these metrics? For 122,000 brands, we measure Amazon shoppers’ brand awareness, consideration, and purchases and test how they change with ad and retail actions. Furthermore, we compare these brands’ past media mix with the recommended allocation based on the model’s coefficients. We find that new product launches and upper-funnel retail media advertising are particularly effective for small brands. Medium-sized and large brands benefit most from lower-funnel advertising. For the funnel stages, all three metrics benefit from the number of new reviews, % discount, negative keywords, and geo-reach campaigns. These results are robust across different product categories, but we find notable differences in how upper- and middle-funnel ad products succeed in driving sales.

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Sponsored brands video rings up clicks and sales in the short and long run

Cited by 4 publications

References 29 publications

When and how digital novel technologies matter to firm marketing performance

When and how digital novel technologies matter to firm marketing performance

The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices

Data-driven budget allocation of retail media by ad product, funnel metric, and brand size

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