100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary W5 - The Impact of Different Touchpoints on Brand Consideration $3.88   Add to cart

Summary

Summary W5 - The Impact of Different Touchpoints on Brand Consideration

3 reviews
 464 views  7 purchases
  • Course
  • Institution

Marketing Management notes week 5

Preview 1 out of 3  pages

  • December 4, 2016
  • 3
  • 2016/2017
  • Summary

3  reviews

review-writer-avatar

By: Elianne99 • 3 year ago

review-writer-avatar

By: nienkevenema1 • 3 year ago

review-writer-avatar

By: eeania • 2 year ago

avatar-seller
Baxendale, Macdonald & Wilson. (2015). The Impact of Different Touchpoints on Brand
Consideration.

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

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller Martinag. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $3.88. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

82871 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$3.88  7x  sold
  • (3)
  Add to cart