The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice
Abstract
Information processing theory and findings on advertising response suggest a nonlinear response to repetitive ad exposure, mediated by brand loyalty. The response can occur in either or both of the hypothesized stages of purchase: brand choice and quantity choice. A tobit-type analysis of scanner purchases (with TV exposures) of a mature product category appears to support these hypotheses. The effect of advertising is generally nonlinear and its impact on volume purchased is mediated by brand loyalty. Advertising seems to reinforce preference for current brands rather than stimulate brand switching. However, features, displays, and especially price have a stronger impact on response than does advertising. The effect of brand loyalty dominates that of the other variables.
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Cites
Effects of message repetition and position on cognitive response, recall, and persuasion.
Cacioppo, J. T., & Petty, R. E. (1979) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.37.1.97 · Cited by 813
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Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
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Kamakura, W. A., & Russell, G. J. (1989) · Journal of Marketing Research · doi:10.1177/002224378902600401 · Cited by 1,348
Relationship quality as a predictor of B2B customer loyalty
Rauyruen, P., & Miller, K. E. (2007) · Journal of Business Research · doi:10.1016/j.jbusres.2005.11.006 · Cited by 1,123
Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions
Balachander, S., & Ghose, S. (2003) · Journal of Marketing · doi:10.1509/jmkg.67.1.4.18594 · Cited by 417
Lee, S., Jeon, S., & Kim, D. (2011) · Tourism Management · doi:10.1016/j.tourman.2010.09.016 · Cited by 414
Metadata
- Authors
- Tellis, G. J.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1988-05
- Volume
- 25
- Issue
- 2
- Pages
- 134-144
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2085479788
- Cited by
- 566
- References
- 1
- FWCI
- 20.14
- Type
- journal article
- Language
- en
- Open access
- closed
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