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COMPETITIVE ADVERTISING WITHIN STORE FLYERS: A WIN-WIN STRATEGY?

Abstract : 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.
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https://halshs.archives-ouvertes.fr/halshs-00634439
Contributor : Béatrice Parguel Connect in order to contact the contributor
Submitted on : Friday, January 13, 2012 - 7:49:22 PM
Last modification on : Tuesday, October 19, 2021 - 11:33:18 PM
Long-term archiving on: : Saturday, April 14, 2012 - 2:20:58 AM

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  • HAL Id : halshs-00634439, version 1

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Aîda Mimouni, Ouidade Sabri-Zaaraoui, Béatrice Parguel. COMPETITIVE ADVERTISING WITHIN STORE FLYERS: A WIN-WIN STRATEGY?. Journal of Retailing & Consumer Services, 2010, 17 (6), pp.478-486. ⟨halshs-00634439⟩

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