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Market Feedback and Team Commitment in Radical Product Innovation Process
Berchicci, Berchicci, L.; Tucci, Tucci, C.L. - Erasmus Research Institute of Management (ERIM), … - 2008
success of radically new projects by acquiring, assimilating and implementing new information from market feedback. However …, research has not tackled how information is assimilated by the NPD team and to what extent the process of information … team values (beliefs and possibly ideology) and external market feedback / information in radical projects. Via the lens of …
Persistent link: https://www.econbiz.de/10010731064
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Cognitive and Affective Consequences of Two Types of Incongruent Advertising
Loef, J.; Verlegh, Verlegh, P.W.J. - Erasmus Research Institute of Management (ERIM), … - 2002
information. …
Persistent link: https://www.econbiz.de/10010837501
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Polysemy in Advertising
Puntoni, Puntoni, S.; Schroeder, Schroeder, J.E.; … - Erasmus Research Institute of Management (ERIM), … - 2006
The article reviews the conceptual foundations of advertising polysemy – the occurrence of different interpretations for the same advertising message. We discuss how disciplines as diverse as psychology, semiotics and literary theory have dealt with the issue of polysemy, and provide...
Persistent link: https://www.econbiz.de/10010837627
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The Effectiveness of Advertising Matching Purchase Motivation
Loef, J.; Antonides, Antonides, G.; van Raaij, van … - Erasmus Research Institute of Management (ERIM), … - 2001
moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the …
Persistent link: https://www.econbiz.de/10010730868
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Advertising effects on awareness, consideration and brand choice using tracking data
Franses, Philip Hans; Vriens, M. - Erasmus Research Institute of Management (ERIM), … - 2004
Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice, we test the hierarchy of effects hypothesis. Our empirical results, based on a simultaneous equations model with pooled parameters across brands, suggest that we can reject...
Persistent link: https://www.econbiz.de/10010730897
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The Role of Schema Salience in Ad Processing and Evaluation
Loef, J.; Antonides, Antonides, G.; van Raaij, van … - Erasmus Research Institute of Management (ERIM), … - 2002
(ad combinations depends on the schema that is salient at the time of information processing. Consequently, brand-matching advertising … is effective only if consumers consciously relate ad information to brand knowledge, i.e., if the brand schema is salient …
Persistent link: https://www.econbiz.de/10010730905
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Advertising-induced Embarrassment
Puntoni, Puntoni, S.; de Hooge, de Hooge, I.E.; … - Erasmus Research Institute of Management (ERIM), … - 2013
Consumer embarrassment is an important concern for marketers. Yet, little is known about embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory...
Persistent link: https://www.econbiz.de/10010731151
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Gender Identity Salience and Perceived Vulnerability to Breast Cancer
Sweldens, Sweldens, S.T.L.R.; Puntoni, Puntoni, S.; … - Erasmus Research Institute of Management (ERIM), … - 2008
Contrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks (e.g., breast cancer). No such effect was manifest with identity-neutral risks. Establishing the...
Persistent link: https://www.econbiz.de/10010731155
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Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers
Verhoef, Peter; Prins, Prins, R. - Erasmus Research Institute of Management (ERIM), … - 2007
The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors....
Persistent link: https://www.econbiz.de/10010731211
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Competitive Reactions and the Cross-Sales Effects of Advertising and Promotion
Steenkamp, Steenkamp, J-B.E.M.; Nijs, V.R.; Hanssens, … - Erasmus Research Institute of Management (ERIM), … - 2002
How do competitors react to each other's price-promotion and advertising actions? How do these reactions influence the net sales impact we observe? We answer these questions by performing a large-scale empirical study of the short-run and long-run reactions to promotion and advertising shocks in...
Persistent link: https://www.econbiz.de/10010731262