The impact of different touchpoints on brand consideration

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dc.contributor.authorBaxendale, Shane
dc.contributor.authorMacdonald, Emma K.
dc.contributor.authorWilson, Hugh
dc.date.accessioned2016-05-05T18:43:22Z
dc.date.available2016-05-05T18:43:22Z
dc.date.issued2015-02-07
dc.description.abstractMarketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impact of multiple touchpoints. It exemplifies this approach with six touchpoint types: brand advertising, retailer advertising, in-store communications, word-of-mouth, peer observation (seeing other customers), and traditional earned media such as editorial. Using the real-time experience tracking (RET) method by which respondents report on touchpoints by contemporaneous text message, the impact of touchpoints on change in brand consideration is studied in four consumer categories: electrical goods, technology products, mobile handsets, and soft drinks. Both touchpoint frequency and touchpoint positivity, the valence of the customer's affective response to the touchpoint, are modeled. While relative touchpoint effects vary somewhat by category, a pooled model suggests the positivity of in-store communication is in general more influential than that of other touchpoints including brand advertising. An almost entirely neglected touchpoint, peer observation, is consistently significant. Overall, findings evidence the relative impact of retailers, social effects and third party endorsement in addition to brand advertising. Touchpoint positivity adds explanatory power to the prediction of change in consideration as compared with touchpoint frequency alone. This suggests the importance of methods that track touchpoint perceptual response as well as frequency, to complement current analytic approaches such as media mix modeling based on media spend or exposure alone.en_UK
dc.identifier.citationShane Baxendale, Emma K. Macdonald, Hugh N. Wilson, The impact of different touchpoints on brand consideration, Journal of Retailing, Volume 91, Issue 2, June 2015, Pages 235-253en_UK
dc.identifier.issn0022-4359
dc.identifier.urihttp://dx.doi.org/doi:10.1016/j.jretai.2014.12.008
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/9864
dc.language.isoenen_UK
dc.publisherElsevieren_UK
dc.rightsUnder a Creative Commons license Attribution 4.0 International (CC BY 4.0) You are free to: Share — copy and redistribute the material in any medium or format, Adapt — remix, transform, and build upon the material for any purpose, even commercially. The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. Information: No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.en_UK
dc.subjectRetailingen_UK
dc.subjectAdvertisingen_UK
dc.subjectIntegrated marketing communicationsen_UK
dc.subjectIn-store communicationsen_UK
dc.subjectWord-of-mouthen_UK
dc.subjectWOMen_UK
dc.titleThe impact of different touchpoints on brand considerationen_UK
dc.typeArticleen_UK

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