Competitive advertising within store flyers: A win–win strategy?

Mimouni Chaabane, Aîda, Ouidade Sabri and Parguel, Béatrice

Journal of Retailing and Consumer Services, 2010, vol. 17, issue 6, 478-486

Abstract: This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers. Findings from an intersubject experiment that uses various familiar and unfamiliar competing brands confirm that store flyers’ competitive advertising improves consumers’ perceptions of the variety of the retailer’s assortment, which has a positive impact on intentions to visit the store and buy. However, increasing the number of competing brands does not harm manufacturers; rather, it enhances recognition of brands, especially for well-known brands. This article concludes with a discussion of the theoretical and managerial implications of these findings for the design of store flyers.

Keywords: Store flyers; Competitive advertising; Brand recognition; Perceived variety of the retailer’s assortment (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:17:y:2010:i:6:p:478-486

DOI: 10.1016/j.jretconser.2010.08.001

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