From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?
(2016) BUSN39 20161Department of Business Administration
- Abstract
- Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention.
Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. Data collection was made with an online survey, with questions derived from previously used measures of customer-based brand equity. Data was analyzed through comparisons between social and print media in order to test deduced hypotheses.
Theoretical perspectives: This study is based on... (More) - Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention.
Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. Data collection was made with an online survey, with questions derived from previously used measures of customer-based brand equity. Data was analyzed through comparisons between social and print media in order to test deduced hypotheses.
Theoretical perspectives: This study is based on theory of customer-based brand equity, the brand value chain and dimensions of brand personality.
Findings: No media was concluded as a significantly superior communication channel in order to elevate the perception of a brand on the tested customer-based brand equity elements. However, the findings show that both print and social media can have an impact on customers’ perceptions of brand personality traits related to a brand. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8878419
- author
- Silvegren, Gustav LU and Morinder, Lukas LU
- supervisor
- organization
- alternative title
- An investigation of new and traditional advertising channels’ impact on customer-based brand equity creation
- course
- BUSN39 20161
- year
- 2016
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Equity, Customer-Based Brand Equity, Brand Personality, New Media, Traditional Media, Social Media, Print Media, Newspaper, Facebook
- language
- English
- id
- 8878419
- date added to LUP
- 2016-06-21 14:16:41
- date last changed
- 2016-06-21 14:16:41
@misc{8878419,
abstract = {{Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention.
Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. Data collection was made with an online survey, with questions derived from previously used measures of customer-based brand equity. Data was analyzed through comparisons between social and print media in order to test deduced hypotheses.
Theoretical perspectives: This study is based on theory of customer-based brand equity, the brand value chain and dimensions of brand personality.
Findings: No media was concluded as a significantly superior communication channel in order to elevate the perception of a brand on the tested customer-based brand equity elements. However, the findings show that both print and social media can have an impact on customers’ perceptions of brand personality traits related to a brand.}},
author = {{Silvegren, Gustav and Morinder, Lukas}},
language = {{eng}},
note = {{Student Paper}},
title = {{From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?}},
year = {{2016}},
}