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Competitive advertising within store flyers: A win–win strategy?

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  • Mimouni Chaabane, Aîda
  • Sabri, Ouidade
  • Parguel, Béatrice

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.

Suggested Citation

  • Mimouni Chaabane, Aîda & Sabri, Ouidade & Parguel, Béatrice, 2010. "Competitive advertising within store flyers: A win–win strategy?," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 478-486.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:6:p:478-486
    DOI: 10.1016/j.jretconser.2010.08.001
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    Cited by:

    1. Ieva, Marco & Ziliani, Cristina & Gázquez-Abad, Juan Carlos & D'Attoma, Ida, 2022. "I read, therefore I buy? Analyzing the impact of flyer distribution and readership on purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Nguyen, Cathy & Romaniuk, Jenni & Cohen, Justin & Faulkner, Margaret, 2020. "When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Garnier, Marion & Poncin, Ingrid, 2019. "Do enriched digital catalogues offer compelling experiences, beyond websites? A comparative analysis through the IKEA case," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 361-369.
    4. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J. & Barrales-Molina, Vanesa, 2014. "Profiling the flyer-prone consumer," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 966-975.
    5. Woo, Hongjoo & Chung, Angie & Richey, Robert Glenn & Hopkins, Christopher & Lee, Kangbok, 2022. "Product-flyer location and type of product categories in retailing," Journal of Business Research, Elsevier, vol. 138(C), pages 146-160.
    6. Méndez-Suárez, Mariano & Monfort, Abel, 2020. "The amplifying effect of branded queries on advertising in multi-channel retailing," Journal of Business Research, Elsevier, vol. 112(C), pages 254-260.
    7. Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.
    8. Boto-García, David & Alvarez, Antonio, 2020. "Modelling the effect of store flyers on supermarket sales: An application to olive oil demand," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    9. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J., 2016. "Understanding the impact of store flyers on purchase behaviour: An empirical analysis in the context of Spanish households," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 263-273.

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