Journal of Marketing Research (JMR)
Выпуск N2 за 1998 год
Опубликовано на портале: 04-12-2003Ajay Kalra Journal of Marketing Research (JMR). 1998. Vol. 35. No. 2. P. 210-225.
A study examines the link between advertising and price effects and proposes that this relationship depends on the specific advertising positioning strategy employed by the advertiser. Advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. The study identifies specific types of non-price advertising positioning that increase brand equity and category price sensitivity, those that decrease both, and those that increase brand equity while increasing category price sensitivity. The hypotheses are tested in 2 experiments across different product categories. The results imply that tests of advertising effectiveness must extend beyond brand attitudinal measures.