Document Type

Journal Article

Department/Unit

Department of Communication Studies

Title

Role of conventional ads in a digital age: Effects of internet and conventional advertising on brand awareness and brand desire in China

Language

English

Abstract

In our increasingly digital era, Internet advertising efforts continue to expand with a strong ability to efficiently target, behaviorally profile, and interactively engage consumers. This trend is a challenge to conventional advertising efforts and calls into question what roles they may continue to play. This study delineates that in the digital era, Internet and conventional advertising efforts have differentiating functions in shaping consumer brand perceptions. Collating data from two independent sources, we examined 195 leading consumer brands across 23 product categories in China in 2011 to verify our key postulates. The findings confirmed the salience of both Internet and conventional advertising efforts on generating brand awareness, and uncovered the unique role of conventional advertising efforts in directly creating brand desire. Furthermore, the effect of conventional advertising efforts on brand desire is contingent on the nature of whether the consumer brands are hedonic or utilitarian.

Keywords

Brand awareness, Brand desire, Consumer product brands in China, Conventional advertising, Internet advertising

Publication Date

2015

Source Publication Title

International Journal of Electronic Commerce Studies

Volume

6

Issue

1

Start Page

87

End Page

98

Publisher

Academy of Taiwan Information Systems Research

DOI

10.7903/ijecs.1397

Link to Publisher's Edition

http://dx.doi.org/10.7903/ijecs.1397

ISSN (print)

20739729

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