Title: Role of traditional and online advertisement in building brand equity: a study on selected household appliances

Authors: Tanushree Banerjee

Addresses: Srusti Academy of Management (Autonomous), Bhubaneswar, Odisha, India

Abstract: The role of marketing communications, especially advertisement in brand development is a widely researched area. In today's marketing landscape there is a growing preference for internet and technology based advertising, yet traditional methods retain significance. This study aims to compare the impact of traditional and digital advertisements on brand equity and its dimensions based on Aaker's model. Focussed on consumer durable segment, data from 227 consumers was analysed using structural equation modeling (SEM). Results showed both forms of advertising positively influenced brand equity dimensions with traditional ads notably impacting brand perceived quality. This reaffirms the enduring importance of traditional advertising despite evolving communication trends. Additionally findings support the applicability of Aaker's brand equity model (1992) particularly in consumer durable segment. While all four brand equity constructs were not equally influential, brand association, brand loyalty and perceived quality significantly contribute to brand equity, aiding marketers in understanding their respective roles in brand building.

Keywords: brand equity; brand awareness; brand loyalty; perceived quality; brand associations; traditional ads; digital ads.

DOI: 10.1504/IJBFMI.2025.147050

International Journal of Business Forecasting and Marketing Intelligence, 2025 Vol.10 No.3, pp.377 - 395

Received: 16 Jan 2024
Accepted: 25 Jan 2024
Published online: 10 Jul 2025 *

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