They studied advertising from ICA, the leading supermarket chain in Sweden. This was clearly illustrated in earlier research by professor Sara Rosengren and her colleagues. The attitudes toward advertising is mainly negative by default. The traditional dimensions tend to focus on the value of the company’s products and services, while advertising equity focuses on the perceived value of the company’s advertising. Or measures such as brand attitude, purchase intentions or loyalty. However, advertising equity is not captured by traditional brand strength measures. This is of benefit for the brand, employees, consumers and even media.Īdvertising equity is a form of trust capital. A high advertising equity weakens the resistance towards advertising and instead of consumers trying to avoid the advertising, they choose to watch and even search for it. One effect of this is that the brand can communicate more efficient at a lower cost.
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