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

Abstract

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. SažetakSvrha -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

Place and Ambience Roemah Kantja sebagai Strategi Komunikasi dalam Membangun Brand Identity Kafe Berkonsep Industrial Floral

“…Sebuah kafe atau kedai kopi yang memiliki dekorasi tempat yang unik dan suasana yang menyenangkan, yang dapat membantu brand untuk memberikan diferensiasi dengan bisnis serupa yang mungkin menawarkan dekorasi tempat, suasana dan produk makanan yang sama. Komunikasi secara umum dianggap sebagai aktivitas yang menghubungkan orang-orang dan menciptakan hubungan (Konecnik Ruzzier & Petek, 2022). Roemah Kantja memilih konsep industrial floral sebagai identitasnya karena pada tahun 2017 saat pertama kali mengoperasikan kafe, belum banyak yang menggunakan konsep tersebut, sehingga Roemah Kantja memiliki kesempatan lebih besar dalam memperkenalkan konsep industrial floral.…”