20.500.12556/RUL-146707 Investigating the impact of television advertising and eWOM on brand equity creation Istraživanje utjecaja televizijskog oglašavanja i eWOM-a na stvaranje tržišne vrijednosti marke Purpose – This paper investigates the impact of marketing communication tools on the brand equity creation process. Specifically, we test the impact of television advertising and electronic word-of-mouth (eWOM) on separate dimensions of consumer-based brand equity (CBBE): brand awareness with brand image, perceived quality, brand loyalty, and brand relationships. Design/Methodology/Approach – A quantitative survey was conducted among British consumers and relationships among the proposed concepts were tested using SEM. Findings and implications – The study confirms the important role of television advertising in raising brand awareness with brand image, while eWOM was shown to significantly impact all CBBE dimensions, including its important role in brand relationship building. Limitations – In our study, the evaluation of the selected MC tools and brands was measured according to consumers’ perceptions rather than their actual behavior.Additional studies should be conducted based on real consumer behavior data or manipulated through experiments. Originality – The present study provides novel insights into the impact of MCs on the brand equity creation process in today’s interactive environment. Svrha – Rad istražuje utjecaj alata marketinške komunikacije na proces stvaranja tržišne vrijednosti marke. Konkretno, provjeravamo utjecaj televizijskog oglašavanja i elektroničke usmene predaje (eWOM) na zasebne dimenzije tržišne vrijednosti marke temeljene na potrošačima (CBBE): svjesnost o marki s imidžom marke, percipiranu kvalitetu, lojalnost i odnos s markom. Metodološki pristup – Provedeno je kvantitativno istraživanje među britanskim potrošačima, a odnosi među predloženim konceptima testirani su SEM-om. Rezultati i implikacije – Istraživanje potvrđuje važnu ulogu televizijskog oglašavanja u podizanju svjesnosti o marki i imidža marke, dok eWOM značajno utječe na sve dimenzije CBBE-a, uključujući njezinu važnu ulogu u izgradnji odnosa s markom. Ograničenja – U našem istraživanju procjena odabranih alata marketinške komunikacije i marki mjerena je na temelju percepcija potrošača, a ne njihova stvarnog ponašanja. Trebalo bi provesti dodatno istraživanje na temelju stvarnih podataka o ponašanju potrošača ili podataka prikupljenih korištenjem eksperimenata. Doprinos – Istraživanje pruža nove uvide o utjecaju marketinške komunikacije na proces stvaranja tržišne vrijednosti marke u današnjem interaktivnom okruženju. enterprise marketing communications brands marketinška komunikacija televizijsko oglašavanje eWOM tržišna vrijednost marke temeljena na potrošačima (CBBE) marketinška komunikacija televizijsko oglašavanje eWOM tržišna vrijednost marke temeljena na potrošačima (CBBE) true false true Angleški jezik Hrvaški jezik Članek v reviji 2023-06-08 14:31:57 2023-06-08 14:46:42 2023-06-09 03:42:28 0000-00-00 00:00:00 2022 0 0 Str. 127-143 iss. 2 Vol. 34 2022 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0353-4790 10.22598/mt/2022.34.2.127 134482691 Investigating_the_Impact_of_Television_Advertising_and_eWOM_on_Brand_Equity_Creation.pdf Investigating_the_Impact_of_Television_Advertising_and_eWOM_on_Brand_Equity_Creation.pdf 1 80B85AABBFEA4B785CF69AAEEB07CF2B 0198e8dcbc7d74d7e29cc53aa2da6963f3c6ca05ab760c1b2db96366ca1fb59f f46f0d46-05f9-11ee-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=169974 https://hrcak.srce.hr/287436 0 0a9b3516-05fa-11ee-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=169975 Ekonomska fakulteta 0 0 0