Analyzing Brand Equity Dimensions Across Conventional vs. Digital Advertising

Abstract

Marketing communications, particularly advertising, play a key role in brand development. In today's marketing scenario, there is a notable shift towards internet and technology-driven advertising, yet traditional methods remain relevant. This article offers new perspectives on how traditional and online advertising influence the dimensions of brand equity. Drawing from a survey of 204 respondents, we examine how both forms of advertising affect brand awareness, loyalty, perceived quality, and brand associations. Structural Equation Modeling analysis reveals that digital ads notably impact brand awareness and loyalty, while traditional ads have a stronger influence on brand associations and perceived quality. With limited research on the combined effects of these advertising forms, our study aims to bridge this gap by uncovering their relative impacts on various dimensions of brand equity. This insight is valuable for marketers seeking to strategically integrate both traditional and online advertising methods for maximum brand equity impact.