The Dual Role of Advertising in Brand Management
| dc.contributor.advisor | Mittal, Vikas | en_US |
| dc.creator | Han, Kyuhong | en_US |
| dc.date.accessioned | 2019-05-16T19:38:33Z | en_US |
| dc.date.available | 2019-05-16T19:38:33Z | en_US |
| dc.date.created | 2019-05 | en_US |
| dc.date.issued | 2019-04-17 | en_US |
| dc.date.submitted | May 2019 | en_US |
| dc.date.updated | 2019-05-16T19:38:34Z | en_US |
| dc.description.abstract | Brand equity is one of the most valuable intangible assets a firm possesses. Yet the underlying process through which advertising increases brand equity and the outcomes of brand equity is not well understood. Chapter 1 provides a systematic review of studies examining the association between advertising and brand equity along with the outcomes of brand equity. To do so, I review research on (1) the dimensions of brand equity, (2) the association of advertising with brand equity, and (3) their association with customer purchase and firm performance. By doing so, Chapter 1 uncovers areas that need further investigation in the stream of research, thereby suggesting future research directions. Chapter 2 empirically investigates the association between advertising, brand equity, customer purchase, and firm sales. Specifically, advertising builds a firm’s brand by (1) increasing brand awareness and (2) enhancing brand image. These, in turn, increase customer purchase and firm performance. Extant research has not disentangled advertising spending’s relative impact on each of the two paths, which is important for managers when deciding both advertising budgets and allocations across multiple media. I leverage a unique dataset of .84 million observations representing 1,999 brands to examine how advertising affects awareness and familiarity (i.e., brand awareness) as well as perceived quality (i.e., brand image). Moreover, I estimate advertising effectiveness separately by national, regional, and online media, which is important for resource-allocation implications. I also account for potential endogeneity in advertising using the identification strategy of partially overlapping peer groups. I find that national advertising contributes to brand building by not only increasing brand awareness but also enhancing perceived quality. In contrast, regional advertising simultaneously enhances and damages a brand—that is it enhances brand awareness but harms perceived quality. Online advertising does not have a significant association with the brand-equity components. Importantly, the results show, in total (i.e., through brand awareness and perceived quality), national advertising has a positive association with purchase intention, whereas regional and online advertising have a nonsignificant association with purchase intention. To further provide managers with insights, I investigate how these effects of advertising translate into sales. | en_US |
| dc.format.mimetype | application/pdf | en_US |
| dc.identifier.citation | Han, Kyuhong. "The Dual Role of Advertising in Brand Management." (2019) Diss., Rice University. <a href="https://hdl.handle.net/1911/105436">https://hdl.handle.net/1911/105436</a>. | en_US |
| dc.identifier.uri | https://hdl.handle.net/1911/105436 | en_US |
| dc.language.iso | eng | en_US |
| dc.rights | Copyright is held by the author, unless otherwise indicated. Permission to reuse, publish, or reproduce the work beyond the bounds of fair use or other exemptions to copyright law must be obtained from the copyright holder. | en_US |
| dc.subject | Advertising | en_US |
| dc.subject | Brand Equity | en_US |
| dc.subject | Firm Performance | en_US |
| dc.title | The Dual Role of Advertising in Brand Management | en_US |
| dc.type | Thesis | en_US |
| dc.type.material | Text | en_US |
| thesis.degree.department | Marketing | en_US |
| thesis.degree.discipline | Business | en_US |
| thesis.degree.grantor | Rice University | en_US |
| thesis.degree.level | Doctoral | en_US |
| thesis.degree.name | Doctor of Philosophy | en_US |
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