Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Research output: Contribution to journalArticle


Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.


Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration


  • advertising, brand equity, brand image, brand personality, digital marketing, social media
Original languageEnglish
Pages (from-to)720-737
Number of pages18
JournalJournal of Marketing Communications
Issue number7
Early online date2017 Nov 10
Publication statusPublished - 2019
Publication categoryResearch

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