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Should Organizations Leverage 360-degree Commercial Video Campaigns? : The influence on customer-brand engagement and customer-based brand equity.

Shi, Y. (2017) Should Organizations Leverage 360-degree Commercial Video Campaigns? : The influence on customer-brand engagement and customer-based brand equity.

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Abstract:The purpose of this study is to investigate the effectiveness of leveraging 360-degree commercial campaigns. As one of the first studies to exam its potential values, the research identifies five constructs, namely perceived innovativeness, perceived enjoyment and engagement behavior as represents of the customer-brand engagement; brand awareness and customer equity as the customer-based brand equity. The hypotheses model is developed, intending to shed light on that those factors are expected to impact more on 360-degree commercials than traditional commercials. The research design utilizes Mercedes-Benzes’ Loki Campaigns as the experimental subjects and empirically compares the different effectiveness on two types of commercial video based on the Multivariate Analysis Variance-Covariance technique. The findings indicate types of video effect insignificant on perceived enjoyment and brand awareness; the 360-degree commercial is associated with lower engagement behavior and customer equity when compared to the traditional commercial; and act contradictorily on perceived innovativeness and customer equity when controlling gender groups. Based on the findings, the theoretical implications for the future research and the practical implications are discussed thoroughly.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/72838
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