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The impact of editorials versus advertorials on brand equity

Marks, C.R. (2016) The impact of editorials versus advertorials on brand equity.

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Abstract:Up to date the differing effects of editorials and advertorials on brand equity have not been investigated, while earlier research did conclude that PR and advertising both play an important role in brand marketing and consequently both affect brand equity. Therefore, this experimental study explores the differing effect of two magazine text formats (editorials and advertorials) on brand equity, along with its dimensions brand awareness and brand associations. The possible mediation of brand awareness and brand associations between the formats and brand equity were also taken into account. In addition, the present study verifies whether editorials are perceived as more credible than advertorials. Also, the possible moderators brand familiarity and magazine quality were investigated. To test the hypotheses, a 2 x (Format: Editorial vs. Advertorial) x 2 (Brand familiarity: Familiar brands vs. Less familiar brands) x 2 (Magazine quality: High quality vs. Low quality) between subject design was employed among 333 female participants. The results form a theoretical and practical basis for recommendations about the applications of editorials and advertorials.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69135
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