TY - JOUR
T1 - Leading the Way in New Product Introductions
T2 - Publicity's Message Sequencing Success With Corporate Credibility and Image as Moderators
AU - Ivanov, Bobi
AU - Sims, Jeanetta D.
AU - Parker, Kimberly A.
PY - 2013/11
Y1 - 2013/11
N2 - This investigation further nuanced previous designs in comparing the effectiveness of 4 IMC message sequencing strategies (publicity-publicity, publicity-advertising, advertising-publicity, and advertising-advertising) by introducing them into a new context-new product introductions. In addition, this investigation introduced corporate image and credibility as moderators of the effectiveness of sequence strategies. A 2-phase experiment was conducted involving 423 participants. The results revealed the publicity-publicity sequence strategy is most effective in generating positive product attitude and purchase intent, followed by either sequence of publicity and advertising, with the advertising-advertising strategy being least effective. Positive corporate image and high credibility attenuated the effectiveness of the publicity strategy.
AB - This investigation further nuanced previous designs in comparing the effectiveness of 4 IMC message sequencing strategies (publicity-publicity, publicity-advertising, advertising-publicity, and advertising-advertising) by introducing them into a new context-new product introductions. In addition, this investigation introduced corporate image and credibility as moderators of the effectiveness of sequence strategies. A 2-phase experiment was conducted involving 423 participants. The results revealed the publicity-publicity sequence strategy is most effective in generating positive product attitude and purchase intent, followed by either sequence of publicity and advertising, with the advertising-advertising strategy being least effective. Positive corporate image and high credibility attenuated the effectiveness of the publicity strategy.
UR - http://www.scopus.com/inward/record.url?scp=84887084104&partnerID=8YFLogxK
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U2 - 10.1080/1062726X.2013.795862
DO - 10.1080/1062726X.2013.795862
M3 - Article
AN - SCOPUS:84887084104
SN - 1062-726X
VL - 25
SP - 442
EP - 466
JO - Journal of Public Relations Research
JF - Journal of Public Relations Research
IS - 5
ER -