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- Publisher Website: 10.1509/jmr.16.0260
- Scopus: eid_2-s2.0-85045899189
- WOS: WOS:000423989800002
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Article: Firms' strategic leverage of unplanned exposure and planned advertising: An analysis in the context of celebrity endorsements
Title | Firms' strategic leverage of unplanned exposure and planned advertising: An analysis in the context of celebrity endorsements |
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Authors | |
Keywords | Advertising Awareness Celebrity endorsements Golf |
Issue Date | 2018 |
Citation | Journal of Marketing Research, 2018, v. 55, n. 1, p. 14-34 How to Cite? |
Abstract | Using data on advertising and sales of an innovative piece of golf equipment and the performance of its celebrity endorsers, the authors build a discrete-choice model that incorporates consumer awareness and preferences. They empirically investigate how celebrity endorsements affect consumer choices during new product introductions, the roles of planned advertising and unplanned media exposure, and how firms can strategically leverage the unplanned component. Model estimates reveal that wins in professional golf tournaments (which proxy for unplanned television exposure during weekly golf tournaments) affect awareness and that paid planned advertising impacts awareness and preferences. Focusing on Titleist equipment, counterfactual analysis demonstrates that the unplanned media exposure and planned advertising account for 22% and 24% of sales, respectively. The results also suggest that firms would benefit from coordinating the two. The planned portion should serve as a substitute for unplanned media exposure in the early stage and a complement as products age. |
Persistent Identifier | http://hdl.handle.net/10722/315288 |
ISSN | 2023 Impact Factor: 5.1 2023 SCImago Journal Rankings: 5.984 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Derdenger, Timothy P. | - |
dc.contributor.author | Li, Hui | - |
dc.contributor.author | Srinivasan, Kannan | - |
dc.date.accessioned | 2022-08-05T10:18:21Z | - |
dc.date.available | 2022-08-05T10:18:21Z | - |
dc.date.issued | 2018 | - |
dc.identifier.citation | Journal of Marketing Research, 2018, v. 55, n. 1, p. 14-34 | - |
dc.identifier.issn | 0022-2437 | - |
dc.identifier.uri | http://hdl.handle.net/10722/315288 | - |
dc.description.abstract | Using data on advertising and sales of an innovative piece of golf equipment and the performance of its celebrity endorsers, the authors build a discrete-choice model that incorporates consumer awareness and preferences. They empirically investigate how celebrity endorsements affect consumer choices during new product introductions, the roles of planned advertising and unplanned media exposure, and how firms can strategically leverage the unplanned component. Model estimates reveal that wins in professional golf tournaments (which proxy for unplanned television exposure during weekly golf tournaments) affect awareness and that paid planned advertising impacts awareness and preferences. Focusing on Titleist equipment, counterfactual analysis demonstrates that the unplanned media exposure and planned advertising account for 22% and 24% of sales, respectively. The results also suggest that firms would benefit from coordinating the two. The planned portion should serve as a substitute for unplanned media exposure in the early stage and a complement as products age. | - |
dc.language | eng | - |
dc.relation.ispartof | Journal of Marketing Research | - |
dc.subject | Advertising | - |
dc.subject | Awareness | - |
dc.subject | Celebrity endorsements | - |
dc.subject | Golf | - |
dc.title | Firms' strategic leverage of unplanned exposure and planned advertising: An analysis in the context of celebrity endorsements | - |
dc.type | Article | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1509/jmr.16.0260 | - |
dc.identifier.scopus | eid_2-s2.0-85045899189 | - |
dc.identifier.volume | 55 | - |
dc.identifier.issue | 1 | - |
dc.identifier.spage | 14 | - |
dc.identifier.epage | 34 | - |
dc.identifier.eissn | 1547-7193 | - |
dc.identifier.isi | WOS:000423989800002 | - |