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Ceren Demirci
Özyeğin University
Publications 1
Published on Dec 1, 2016in International Journal of Research in Marketing 3.32
Koen Pauwels30
Estimated H-index: 30
(Özyeğin University),
Ceren Demirci1
Estimated H-index: 1
(Özyeğin University)
+ 1 AuthorsShuba Srinivasan20
Estimated H-index: 20
(BU: Boston University)
Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to estimate long-term elasticities for four brands. The authors distinguish customer-initiated communication (typically online) from firm-initiated communication (typically offline). Their results indicate that within-online synergy is higher than online–offline synergy for both fa...