Communication channel efficiency across the early lifecycle stages of a brand

This paper studies how the ability of a consumer to recall various communication channel materials relates to differences in purchase frequency in the early lifecycle stages of a brand. It provides insight into the strategic decisions which marketers should make relating to marketing communication c...

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Bibliographic Details
Published in:Journal of strategic marketing 2023-01, Vol.31 (1), p.254-266
Main Authors: Riedel, Aimee S., Lawley, Meredith, Birch, Dawn
Format: Article
Language:English
Subjects:
Brand lifecycle
brand strategies
communication channel
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Summary:This paper studies how the ability of a consumer to recall various communication channel materials relates to differences in purchase frequency in the early lifecycle stages of a brand. It provides insight into the strategic decisions which marketers should make relating to marketing communication channels over time. Results indicate that in the introductory and early growth lifecycle stages, online communication channels are not sufficient alone in producing high brand purchase frequency and should be supplemented by integrated communication channels including traditional and instore communications. However, in the later growth stage, online communications can be employed alone.
ISSN:0965-254X
1466-4488
DOI:10.1080/0965254X.2021.1897864