Are Social Media Replacing Traditional Media With regards to Brand Collateral Creation Composition

Management Analysis Review


Are social media replacing classic media with regards to brand fairness creation? Manfred Bruhn Verena Schoenmueller Daniela B. Schäfer

Article details:

To report this document:

Manfred Bruhn Verena Schoenmueller Daniela B. Schäfer, (2012), " Happen to be social media upgrading traditional multimedia in terms of brand equity creation? ", Supervision Research Review, Vol. thirty five Iss being unfaithful pp. 770 - 790 Permanent url to this file:

Downloaded on: 19 October 2014, At: 02: 09 (PT)

References: this document is made up of references to 60 additional documents. To repeat this document: [email protected] com

The fulltext of this document has been downloaded 13999 instances since 2012*

Users whom downloaded this post also downloaded:

Katja Hutter, Julia Hautz, Severin Dennhardt, Johann FГјller, (2013), " The impact of user connections in social networking on brand awareness and purchase intention: the truth of TINY on Facebook", Journal of Product & Brand Supervision, Vol. twenty-two Iss 5/6 pp. 342-351 JPBM-05-2013-0299

Jeryl Whitelock, John T. Cadogan, Shintaro Okazaki, Charles R. The singer, (2013), " Social media and international promoting: theoretical problems and long term directions", Intercontinental Marketing Assessment, Vol. 30 Iss one particular pp. 56-71

Maktoba Omar, John Ensor, Tho Deb. Nguyen, Nigel J. Barrett, Kenneth E. Miller, (2011), " Company loyalty in emerging markets", Marketing Intelligence & Preparing, Vol. twenty nine Iss three or more pp. 222-232

Access to this document was granted by using a Emerald subscription provided by 543736 []

Pertaining to Authors

If you would like to write in this, or any other Emerald newsletter, then make sure you use our Emerald to get Authors service information about choosing which newsletter to write intended for and distribution guidelines are available for all. Much more for additional information.

About Emerald green

Emerald green is a global publisher backlinks research and practice for the benefit of society. The company manages a collection of more than 290 journals and over 2, three hundred and fifty books and book series volumes, and also providing a comprehensive range of on the web products and added customer assets and services. Emerald is usually both TABLE 4 and TRANSFER compliant. The organization is known as a partner with the Committee on Publication Integrity (COPE) and also works with Porticato and the LOCKSS initiative to get digital store preservation.

*Related content and download details correct by time of down load.

Downloaded by SHAHEED ZULFIKAR ALI BHUTTO INST OF SCI & TECH KARACHI At 02: 10 19 October 2014 (PT)

The present issue and full text message archive of the journal can be bought at htm


35, being unfaithful

Are social media replacing

traditional media when it comes to

brand equity creation?


Manfred Bruhn, Verena Schoenmueller and Daniela B. SchaВЁfer Department of promoting and Managing, University of Basel, Basel, Switzerland


Purpose – The purpose of this paper is to investigate the relative influence of brand connection on manufacturer equity through social media as compared to traditional mass media. In a rapport of different industrial sectors it aims at: investigating whether both interaction instruments have an effect on consumer-based brand equity; comparing the effect sizes of those two communication instruments; and separating the consequences of firm-created and user-generated social websites communication. Design/methodology/approach – An overall total of 393 data pieces from three different sectors, namely travel and leisure, telecommunications, and pharmaceuticals, were generated utilizing a standardized online-survey. Structural equation modeling utilized in the analysis of the info obtained to check into the interaction of social websites and classic media in general, as well as in a great examination of...

Sources: Aaker, D. A. (1991), Managing Company Equity, The Free Press, New York, NY.

Bagozzi, R. P. and Yi, Con. (1988), " On the analysis of structural equation models”, Journal in the

Academy of promoting Science, Volume

Banerjee, H. B., Iyer, E. S i9000. and Kashyap, R. E. (2003), " Corporate environmentalism: antecedents

and influence of industry type”, Journal of promoting, Vol

Baumgartner, H. and Homburg, C. (1996), " Applications of strength equation building in

marketing and consumer exploration: a review”, International Journal of Analysis in

Bentler, P. M. and Noir, C. -P. (1987), " Practical issues in structural modeling”, Sociological

Methods & Research, Volume

Berthon, L. R., Pitt, L. Farreneheit., McCarthy, My spouse and i. and Kates, S. Meters. (2007), " When customers get brilliant:

managerial ways to dealing with creative consumers”, Business Horizons, Vol

Chevalier, L. A. and Mayzlin, D. (2006), " The effect of word of mouth upon sales: online book

reviews”, Journal of Marketing Research, Vol

Day, R. L., Grabicke, K., Schaetzle, T. and Staubach, F. (1981), " The concealed agenda of consumer

complaining”, Journal of Retailing, Volume

De Bruyn, A. and Lilien, G. L. (2008), " A multi-stage model of word of mouth through viral

marketing”, International Record of Study in Advertising, Vol

Dellarocas, C. (2003), " The digitization of word-of-mouth, assure and challenges of on-line

feedback mechanisms”, Management Science, Vol

Dellarocas, C., Zhang, X. and Awas, And. (2007), " Exploring the worth of on the web product reviews in

foreasting product sales: the case of motion pictures”, Journal of Interactive Promoting, Vol

Dichter, E. (1966), " How word-of-mouth promoting works”, Harvard Business Assessment, Vol. 44


Duan, W., Gu, B. and Whinston, A. B. (2008), " Do online opinions matter? A great empirical

research of -panel data”, Decision Support Systems, Vol

Eagly, A. H. and Chaiken, S. (1993), The Mindset of Attitudes, Harcourt Support Jovanovich

College or university, Fort Well worth, TX.

Edwards, J. 3rd there’s r. and Bagozzi, R. S. (2000), " On the nature and way of associations between

constructs and measures”, Psychological Methods, Vol

Eysenck, M. Watts. (1984), A Handbook of Cognitive Mindset, Lawrence Erlbaum, London.

Fishbein, M. and Ajzen, I actually. (1975), Opinion, Attitude, Objective and Behaviour: An Introduction to

Theory and Research, Addison-Wesley, Reading, MA.

Fornell, C. and Larcker, D. N. (1981), " Evaluating strength equation versions with unobservable

variables and measurement error”, Journal of Marketing Research, Vol

Foux, G. (2006), " Consumer-generated multimedia: get your buyers involved”, Manufacturer Strategy,


Godes, D. and Mayzlin, D. (2004), " Using online discussions to study personal

communication”, Promoting Science, Vol

Godes, G. and Mayzlin, D. (2009), " Firm-created word-of-mouth interaction: evidence via a

field test”, Advertising Science, Volume

Goodstein, R. C. (1993), " Category-based applications and extensions in advertising: motivating

more intensive ad processing”, Journal of Consumer Research, Vol

Grewal, D., Krishnan, R., Baker, J. and Borin, In. (1998), " The effect of store term, brand name

and price special discounts on consumers' evaluations and buy intentions”, Journal of

Hennig-Thurau, T., Gwinner, K. P. and Walsh, G. (2004), " Electronic word-of-mouth through

consumer-opinion platforms: what motivates consumers to articulate themselves on the

Hirschman, E. C. and Holbrook, M. B. (1982), " Hedonic intake: emerging concepts, methods

and propositions”, Journal of Marketing, Volume

Homburg, C. and Jensen, O. (2007), " The idea worlds of promoting and revenue:

which dissimilarities make a difference? ”, Journal of Marketing, Vol

Jansen, B., Zhang, M., Sobel, K. and Chowdury, A. (2009), " Twitter power: tweets because electronic

word of mouth”, Journal in the American Culture for Information Science and Technology,

Vol. 60 No . 14, pp. 2169-88.

Keller, E. L. (1993), " Conceptualising, measuring, taking care of customer-based manufacturer equity”,

Record of Marketing, Volume

Keller, E. L. (2008), Strategic Manufacturer Management: Building, Measuring, and Managing Brand

Equity, Prentice-Hall, Upper Saddle River, NJ-NEW JERSEY.

Keller, E. L. (2009), " Building strong brands in a contemporary marketing conversation

environment”, Log of Marketing Connection, Vol

Keller, K. T. and Lehmann, D. L. (2003), " How do brands create benefit? ”, Marketing Management,


Kozinets, L. V., para Valck, K., Wojnicki, A. C. and Wilner, S. J. T. (2010), " Networked narratives:

understanding personal marketing in online communities”, Journal of Marketing,

Liu, Con. (2006), " Word of mouth for movies: the dynamics and impact on package office revenue”,

Journal of promoting, Vol

Low, G. H. and Lamb, C. Watts. J. (2000), " The measurement and dimensionality of brand name

associations”, Record of Item & Company Management, Vol

Magi, A. W. (2003), " Talk about of pocket in retailing: the effects of client satisfaction, loyalty cards

and buyer characteristics”, Log of Selling, Vol

Mangold, W. G. and Faulds, D. T. (2009), " Social media: the new hybrid element of the promotion


 Essay about Controls in the Bellagio Gambling establishment Resort
Essay about Controls in the Bellagio Gambling establishment Resort

Summary of the Scenario The Bellagio was among 23 real estate of MGM MIRAGE, one of many world's leading hotel and gaming corporations. Located in the heart of Las Vegas…...

 Strange Impair Essay
Strange Impair Essay

Strange Clouds By: Amanda Oliver 02/03/13 Teacher Sherry California king Pad 17F Have you ever before looked up in to the sky and wondered…...

 Province of Enga Composition
Province of Enga Composition

The Enga culture can be believed to be a various community with two essential social organizations: Family and Group. The ethnicities primary method of subsistence is garden. The people are…...

 Essay about leader
Essay about leader

Eisenhower's meaning of leadership is definitely veraciously for the mark, especially in the framework of an educational setting. As educators, we work faithfully to engage and motivate students…...