Investigating the impact of television advertising and eWOM on brand equity creation

Konečnik Ruzzier, Maja (author), Petek, Nuša (author)

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.

• Language: English
• Keywords: enterprise, marketing, communications, brands, marketinška komunikacija, televizijsko oglašavanje, eWOM, tržišna vrijednost marke temeljena na potrošačima (CBBE)
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2022
• Number of pages: Str. 127-143
• Numbering: Vol. 34, iss. 2
• PID: 20.500.12556/RUL-146707
• UDC: 339.138
• ISSN on article: 0353-4790
• DOI: 10.22598/mt/2022.34.2.127
• COBISS.SI-ID: 134482691
• Publication date in RUL: 08.06.2023

Record is a part of a journal

• Title: Market-Tržište
• Publisher: Cromar, Hrvatska zajednica udruga za marketing, = Cromar, Croatian Union of Marketing Associations, Ekonomski fakultet, Katedra za marketing, = Faculty of Economics and business, Markting Department
• ISSN: 0353-4790
• COBISS.SI-ID: 11324162

Licences

• License: CC BY-NC 4.0, Creative Commons Attribution-NonCommercial 4.0 International
• Link: http://creativecommons.org/licenses/by-nc/4.0/
• Description: A creative commons license that bans commercial use, but the users don’t have to license their derivative works on the same terms.

Secondary language

• Language: Croatian
• Title: Istraživanje utjecaja televizijskog oglašavanja i eWOM-a na stvaranje tržišne vrijednosti marke

Abstract

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.

• Keywords: marketinška komunikacija, televizijsko oglašavanje, eWOM, tržišna vrijednost marke temeljena na potrošačima (CBBE)