Since 2014
ROLE OF CONVENTIONAL ADS IN A DIGITAL AGE: EFFECTS OF INTERNET AND CONVENTIONAL ADVERTISING ON BRAND AWARENESS AND BRAND DESIRE IN CHINA
International Journal of Electronic Commerce Studies
View Archive Info| Field | Value | |
| Title |
ROLE OF CONVENTIONAL ADS IN A DIGITAL AGE: EFFECTS OF INTERNET AND CONVENTIONAL ADVERTISING ON BRAND AWARENESS AND BRAND DESIRE IN CHINA
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| Creator |
Chan, Terri H.; The University of Hong Kong
Leung, Fine F.; The University of Hong Kong Tan, Peking; Millward Brown Tse, David K.; The University of Hong Kong |
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| Subject |
Internet Advertising; Conventional Advertising; Brand Awareness; Brand Desire; Consumer Product Brands in China
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| Description |
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.To cite this document: Terri H. Chan, Fine F. Leung, Peking Tan, and David K. Tse, "Role of conventional ads in a digital age: effects of internet and conventional advertising on brand awareness and brand desire in China", International Journal of Electronic Commerce Studies, Vol.6, No.1, pp.87-98, 2015.Permanent link to this document:http://dx.doi.org/10.7903/ijecs.1397
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| Publisher |
Academy of Taiwan Information Systems Research
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| Contributor |
General Research Grant by the Hong Kong SAR Government (HKU 7539110H)
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| Date |
2015-04-26
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — — |
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| Format |
application/pdf
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| Identifier |
http://academic-pub.org/ojs/index.php/ijecs/article/view/1397
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| Source |
International Journal of Electronic Commerce Studies; Vol 6, No 1 (2015); 87-98
2073-9729 |
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| Language |
eng
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| Relation |
http://academic-pub.org/ojs/index.php/ijecs/article/view/1397/283
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| Rights |
Copyright (c) 2015 International Journal of Electronic Commerce Studies
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