Journal article
Communication channel efficiency across the early lifecycle stages of a brand
Journal of Strategic Marketing, Vol.31(1), pp.254-266
2023
Abstract
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.
Details
- Title
- Communication channel efficiency across the early lifecycle stages of a brand
- Authors
- Aimee Riedel (Author) - University of the Sunshine Coast, Queensland, USC Business School - LegacyMeredith Lawley (Author) - University of the Sunshine Coast, Queensland, USC Business School - LegacyDawn Birch (Author) - University of the Sunshine Coast, Queensland, USC Business School - Legacy
- Publication details
- Journal of Strategic Marketing, Vol.31(1), pp.254-266
- Publisher
- Routledge
- DOI
- 10.1080/0965254X.2021.1897864
- ISSN
- 0965-254X
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Business and Creative Industries; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99514008802621
- Output Type
- Journal article
Metrics
31 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Web Of Science research areas
- Business
UN Sustainable Development Goals (SDGs)
This output has contributed to the advancement of the following goals:
Source: InCites