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Competitive advertising within store flyers: A win–win strategy?

Parguel, Béatrice; Sabri, Ouidade; Mimouni, Aîda (2010), Competitive advertising within store flyers: A win–win strategy?, Journal of Retailing and Consumer Services, 17, 6, p. 478-486. http://dx.doi.org/10.1016/j.jretconser.2010.08.001

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Competitive_advertising_within_store_flyers-_corrected_and_edited_new_version.doc (5.866Mb)
Type
Article accepté pour publication ou publié
Date
2010
Journal name
Journal of Retailing and Consumer Services
Volume
17
Number
6
Publisher
Elsevier
Pages
478-486
Publication identifier
http://dx.doi.org/10.1016/j.jretconser.2010.08.001
Metadata
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Author(s)
Parguel, Béatrice cc
Sabri, Ouidade
Mimouni, Aîda
Abstract (EN)
This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers. Findings from an intersubject experiment that uses various familiar and unfamiliar competing brands confirm that store flyers’ competitive advertising improves consumers’ perceptions of the variety of the retailer’s assortment, which has a positive impact on intentions to visit the store and buy. However, increasing the number of competing brands does not harm manufacturers; rather, it enhances recognition of brands, especially for well-known brands. This article concludes with a discussion of the theoretical and managerial implications of these findings for the design of store flyers.
Subjects / Keywords
Perceived variety of the retailer’s assortment; Brand recognition; Competitive advertising; Store flyers
JEL
M37 - Advertising

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