COMPETITIVE ADVERTISING WITHIN STORE FLYERS: A WIN-WIN STRATEGY?

Aîda Mimouni, Ouidade Sabri-Zaaraoui () and Béatrice Parguel ()
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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
Ouidade Sabri-Zaaraoui: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Béatrice Parguel: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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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
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00634439v1
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Citations: View citations in EconPapers (10)

Published in Journal of Retailing & Consumer Services, 2010, 17 (6), pp.478-486

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00634439

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