Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and...

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Detalles Bibliográficos
Autores: Guitart, I.A. (Ivan A.)|||/items/501b6ee7-742a-4117-aad8-442b5adda582, Gonzalez, J. (Jorge)|||/items/7e3a8f19-5d13-42ad-9d21-e3a9c7436b25, Stremersch, S. (Stefan)|||/items/87cdb0b7-d1d7-4504-9d85-1544f561ea06
Tipo de recurso: artículo
Fecha de publicación:2018
País:España
Institución:Universidad de Navarra
Repositorio:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglés
OAI Identifier:oai:dadun.unav.edu:10171/69301
Acceso en línea:https://hdl.handle.net/10171/69301
Access Level:acceso abierto
Palabra clave:Advertising up
Television advertising
Advertising content
Advertising strategy
Advertising elasticity
Brand equity
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spelling Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equityGuitart, I.A. (Ivan A.)|||/items/501b6ee7-742a-4117-aad8-442b5adda582Gonzalez, J. (Jorge)|||/items/7e3a8f19-5d13-42ad-9d21-e3a9c7436b25Stremersch, S. (Stefan)|||/items/87cdb0b7-d1d7-4504-9d85-1544f561ea06Advertising upTelevision advertisingAdvertising contentAdvertising strategyAdvertising elasticityBrand equityNon-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45 months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.ElsevierDadun. Depósito Académico Digital Universidad de Navarra20242024-03-2620182018-04-0320182018-04-03journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10171/69301reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/693012026-06-21T12:47:57Z
dc.title.none.fl_str_mv Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
title Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
spellingShingle Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
Guitart, I.A. (Ivan A.)|||/items/501b6ee7-742a-4117-aad8-442b5adda582
Advertising up
Television advertising
Advertising content
Advertising strategy
Advertising elasticity
Brand equity
title_short Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
title_full Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
title_fullStr Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
title_full_unstemmed Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
title_sort Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
dc.creator.none.fl_str_mv Guitart, I.A. (Ivan A.)|||/items/501b6ee7-742a-4117-aad8-442b5adda582
Gonzalez, J. (Jorge)|||/items/7e3a8f19-5d13-42ad-9d21-e3a9c7436b25
Stremersch, S. (Stefan)|||/items/87cdb0b7-d1d7-4504-9d85-1544f561ea06
author Guitart, I.A. (Ivan A.)|||/items/501b6ee7-742a-4117-aad8-442b5adda582
author_facet Guitart, I.A. (Ivan A.)|||/items/501b6ee7-742a-4117-aad8-442b5adda582
Gonzalez, J. (Jorge)|||/items/7e3a8f19-5d13-42ad-9d21-e3a9c7436b25
Stremersch, S. (Stefan)|||/items/87cdb0b7-d1d7-4504-9d85-1544f561ea06
author_role author
author2 Gonzalez, J. (Jorge)|||/items/7e3a8f19-5d13-42ad-9d21-e3a9c7436b25
Stremersch, S. (Stefan)|||/items/87cdb0b7-d1d7-4504-9d85-1544f561ea06
author2_role author
author
dc.contributor.none.fl_str_mv Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Advertising up
Television advertising
Advertising content
Advertising strategy
Advertising elasticity
Brand equity
topic Advertising up
Television advertising
Advertising content
Advertising strategy
Advertising elasticity
Brand equity
description Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45 months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.
publishDate 2018
dc.date.none.fl_str_mv 2018
2018-04-03
2018
2018-04-03
2024
2024-03-26
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10171/69301
url https://hdl.handle.net/10171/69301
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Universidad de Navarra
instname_str Universidad de Navarra
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,300724

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