Investigating the Impact of Television Advertising and eWOM on Brand Equity Creation

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

Brand Identity Development and the Role of Marketing Communications: Brand Experts' View

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Twelve in-depth interviews have been conducted among brand experts in Slovenia. Our findings imply that brand experts' knowledge about brand identity is not consistent with the newest brand identity conceptualizations, by not considering brand relationships and brand experiences as building blocks of brand identity. Even if new marketing communications have been adapted to the great extent, traditional marketing communication tools still prevail and therefore new marketing communication tools, especially mobile advertising is in majority still in its infancy

Investigating the Impact of Television Advertising and eWOM on Brand Equity Creation

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

DRŽAVNI BREND I FEEL SLOVENIA: PRVI ODAZIV NA LOKALNOM NIVOU

The paper analyses the concept of country branding. The focus is placed on influential stakeholders who should participate in country brand development and implementation. Specifically, the important role of local inhabitants is stressed. The paper focuses on the country branding in Slovenia and investigates the residents’ first response to the new brand I feel Slovenia. The research was conducted half a year after the new brand was born. The results imply that the brand has great potential to become successful, since it is generally well recognised and perceived by its largest internal stakeholder group – local inhabitants.Rad analizira koncept brendiranja države. Središte pažnje je na utjecajnim dionicima koji bi trebali sudjelovati u razvoju i implementaciji branda. Točnije rečeno, naglašava se iznimno važna uloga lokalnog stanovništva. Rad se usredotočuje na brendiranje države u Sloveniji i istražuje prvi odgovor stanovnika na novi brend I feel Slovenia koji je implementiran 2007. Istraživanje je provedeno godinu i pol nakon uvođenja novog branda. Rezultati ukazuju na to da brend ima velike potencijale za uspjeh jer je općenito dobro prepoznat i percipiran od strane najveće unutarnje interesne skupine – lokalnog stanovništva