Advanced

From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?

Silvegren, Gustav LU and Morinder, Lukas LU (2016) BUSN39 20161
Department 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:
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
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},
  keyword      = {Brand Equity,Customer-Based Brand Equity,Brand Personality,New Media,Traditional Media,Social Media,Print Media,Newspaper,Facebook},
  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},
}