In today’s digital age, it is becoming increasingly difficult for advertising professionals to effectively evaluate which media channel will best reach their target audience. This study investigated the differences in self-reported consumer affective responses to brand presentation, brand awareness, and brand loyalty by medium. An experiment was performed to determine if there were differences in brand presentation, brand awareness, and brand loyalty between traditional and digital media advertisements. Statistically significant differences were found between participants’ responses to viewing a Facebook-branded business page and a traditional print advertisement.
Library of Congress Subject Headings
Branding (Marketing)--Public opinion; Consumer behavior; Brand loyalty; Internet advertising--Public opinion; Advertising, Magazine--Public opinion
Communication and Media Technologies (MS)
Department, Program, or Center
School of Communication (CLA)
McGinn, Jessica F., "The Analysis of Consumers’ Affective Responses to Brand Presentation, Awareness, and Loyalty: A Contemporary Development in Selecting Media Channels" (2016). Thesis. Rochester Institute of Technology. Accessed from
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