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Exciting on Facebook or competent in the newspaper? : Media effects on consumers’ perceptions of brands in the fashion category

Anselmsson, Johan LU and Tunca, Burak LU (2017) In Journal of Marketing Communications
Abstract
Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice... (More)
Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
advertising, brand equity, brand image, brand personality, digital marketing, social media
in
Journal of Marketing Communications
pages
18 pages
publisher
Taylor & Francis
external identifiers
  • scopus:85033708788
ISSN
1352-7266
DOI
10.1080/13527266.2017.1392337
language
English
LU publication?
yes
id
99199a61-56d8-49b4-9c2a-861f6946ca15
date added to LUP
2017-11-17 15:43:13
date last changed
2018-03-05 09:14:47
@article{99199a61-56d8-49b4-9c2a-861f6946ca15,
  abstract     = {Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.},
  author       = {Anselmsson, Johan and Tunca, Burak},
  issn         = {1352-7266},
  keyword      = {advertising,brand equity,brand image,brand personality,digital marketing,social media},
  language     = {eng},
  month        = {11},
  pages        = {18},
  publisher    = {Taylor & Francis},
  series       = {Journal of Marketing Communications},
  title        = {Exciting on Facebook or competent in the newspaper? : Media effects on consumers’ perceptions of brands in the fashion category},
  url          = {http://dx.doi.org/10.1080/13527266.2017.1392337},
  year         = {2017},
}