Work

The Analysis of Consumers’ Affective Responses to Brand Presentation, Awareness, and Loyalty: A Contemporary Development in Selecting Media Channels

Year: 2016

Type: dissertation

Abstract: In today’s digital age, it is becoming increasingly difficult for advertising professionals to effectively evaluate which media channel will best reach their target audience. This study investigated the differences in self-reported consumer affective responses to brand presentation, brand awareness, and brand loyalty by medium. An experiment was performed to determine if there were differences in brand presentation, brand awareness, and brand loyalty between traditional and digital media advertisements. Statistically significant differences were found between participants’ responses to viewing a Facebook-branded business page and a traditional print advertisement.

Source: RIT Scholar Works (Rochester Institute of Technology)

Author: Jessica F. McGinn

Institution: Rochester Institute of Technology

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2548926484

Cites: 24

Cited by: 4

Related to: 10