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Leading the Way in New Product Introductions: Publicity's Message Sequencing Success With Corporate Credibility and Image as Moderators

Leading the Way in New Product Introductions: Publicity's Message Sequencing Success With... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Leading the Way in New Product Introductions: Publicity's Message Sequencing Success With Corporate Credibility and Image as Moderators

Leading the Way in New Product Introductions: Publicity's Message Sequencing Success With Corporate Credibility and Image as Moderators

Abstract

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...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2013.795862
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Nov 1, 2013

References