 The amplifying effect of branded queries on advertising in multi-channel retailingMariano Méndez-Suárez and Abel Monfort Journal of Business Research, 2020, vol. 112, issue C, 254-260 Abstract: This article investigates the effect of online advertising (display, retargeting, social media and paid search) and offline advertising (TV and store flyers) on conducting branded search queries and the mediating role of these queries on web and store sales. Findings show that online and offline advertising increase consumers’ propensity to conduct branded search queries and that branded search queries combined with paid search advertising are the most relevant variables to generate sales on the web or in store in multi-channel retailing. Results have implications on the design of multi-channel communication campaigns. This study employs a partial least squares structural equation model (PLS-SEM), with data from a European electronic consumer multi-channel retailer, to measure simultaneously the total effect of online and offline advertising on sales mediated by branded queries and paid search advertising. Keywords: Advertising effectiveness; Multi-channel advertising; Search engine advertising; Branded queries effectiveness; Partial least squares; PLS-SEM (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:254-260 DOI: 10.1016/j.jbusres.2019.10.042 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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