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Summary W5 - The Impact of Different Touchpoints on Brand Consideration
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Marketing Management notes week 5
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Baxendale, Macdonald & Wilson. (2015). The Impact of Different Touchpoints on BrandConsideration.
Introduction and aim of the study
It is important to understand how touchpoints affect brand consideration because managers
have to allocate the firm’s resources across mutiple touchpoints
Previous research has examined the touchpoints individually
This study analyzes
o the impact of six touchpoints (brand advertising, retailer advertising, in-store
communications, word-of-mouth (WOM), peer observation, traditional earned
media) on brand consideration
o the roles of touchpoint frequency and positivity in shaping this impact
It distinguishes four consumer categories: electrical goods, technology products, mobile
handsets and soft drinks
It uses the real-time experience tracking (RET) method – respondents report on touchpoints
by text message.
o RET also allows touchpoint frequency and positivity to be captured
Contributions
o The study evidences the role of touchpoints in evolving brand consideration
o It evidences the roles of touchpoint frequency and positivity
o It proposes and exemplifies a RET-based approach by which the frequency and
positivity of touchpoints can be assessed
Definitions
A touchpoint is an episode of direct or indirect contact with the brand
o Include but are not limited to channels
o “A customer contact point, or medium through which the firm and the consumer
interact” (Neslin et al., 2006)
Touchpoint frequency is the frequency with which the consumer enters into contact with
the brand
o can increase brand awareness
o can improve learning (by means of repetition)
Touchpoint positivity is the valence of the customer’s affective response to the encounter
(Kahn and Isen, 1993)
o can repeat purchase intentions
o positivity is also associated with consumer’s satisfaction, commitment, variety
seeking and consideration
Brand consideration is the extent to which the customer would consider buying the brand
in the near future
o can be useful as an intermediate when purchase data aren’t available
o brand consideration is commonly used to evaluate consumer response and it is
frequently studied
Touchpoints
o Brand advertising
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