Erschienen in:ERIM Report Series Reference ; No. ERS-2007-018-MKT
Umfang:
1 Online-Ressource (43 p)
Sprache:
Englisch
Entstehung:
Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments March 28, 2007 erstellt
Beschreibung:
The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors. Using a split-hazard approach, the authors account for the fact that a significant part of the customer base will never adopt the new e-service. The empirical results show that service advertising shortens the time to adoption, even when it is initiated by competitors