From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?

Abstract: Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention. Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. Data collection was made with an online survey, with questions derived from previously used measures of customer-based brand equity. Data was analyzed through comparisons between social and print media in order to test deduced hypotheses. Theoretical perspectives: This study is based on theory of customer-based brand equity, the brand value chain and dimensions of brand personality. Findings: No media was concluded as a significantly superior communication channel in order to elevate the perception of a brand on the tested customer-based brand equity elements. However, the findings show that both print and social media can have an impact on customers’ perceptions of brand personality traits related to a brand.