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Ceren Demirci
Özyeğin University
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#1Koen Pauwels (Özyeğin University)H-Index: 32
#2Ceren Demirci (Özyeğin University)H-Index: 1
Last.Shuba Srinivasan (BU: Boston University)H-Index: 21
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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...
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