L'interférence concurrentielle dans la communication par prospectus: une étude exploratoire

Aîda Mimouni, Béatrice Parguel () and Ouidade Sabri-Zaaraoui ()
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Aîda Mimouni: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Ouidade Sabri-Zaaraoui: ESSEC Business School

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Abstract: Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect, already confirmed by previous advertising research. An inter-subject experiment conducted on 400 adults reveals a limited negative effect on brand and promotion recall. It also shows that this effect, when it exists, affects both familiar and non familiar brands. Managerial implications are suggested in order to reduce interference effect.

Keywords: competitive interference; store flyers; promotion effect; brand familiarity; interférence concurrentielle; prospectus; efficacité de la promotion; familiarité avec la marque (search for similar items in EconPapers)
Date: 2008
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00287121v1
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Published in Colloque Etienne Thil, 2008, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00287121

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