Template-Type: ReDIF-Paper 1.0
Author-Name: Prins, R.
Author-Name-Last: Prins
Author-Name-First: Remco
Author-Name: Verhoef, P.C.
Author-Name-Last: Verhoef
Author-Name-First: Peter
Author-Person: pve19
Title: Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers
Abstract: 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.
Creation-Date: 2007-03-28
File-URL: https://repub.eur.nl/pub/9405/ERS-2007-018-MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2007-018-MKT
Classification-JEL: C44, M, M31, M37
Keywords: Competitive advertising, E-services, Hazard model, New product adoption, Telecommunications
Handle: RePEc:ems:eureri:9405