The Impacts of Attitude toward the Ad on Brand Equity

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Discussion and Conclusion
6.1 Theoretical contribution
Brand equity is very important to companies. In this paper, we explore the dynamic effects of attitude toward the ad of utilitarianism and hedonism on brand equity. We also examine the effects of product involvement levels and demographic variable (age) in our model. The results validate that the attitude toward the ad (utilitarianism and hedonism) has significant impact on brand equity dimensions, and the different effects are significant in different product involvement levels and demographic variable (age). Our study is a step to understand the role of attitude toward the ad of utilitarianism and hedonism in the brand equity creation process.
Specifically, from our empirical study we proposed the following conclusions: (1) Attitude toward the ad of utilitarianism and hedonism has significant positive impact on brand awareness with associations, perceived quality and brand loyalty. The influence of utilitarianism is higher than hedonism on brand awareness with associations and brand loyalty. While, the influence of utilitarianism is lower than hedonism on perceived quality. (2) Brand awareness with associations, perceived quality and brand loyalty have significant positive impact on overall brand equity. (3) The impact of attitude toward the ad of utilitarianism and hedonism on brand equity is different under different product involvement levels. In the study results, perceived quality does not have significant positive impact on brand equity in high involvement products sample, meanwhile, the hedonism does not have a positive impact on brand loyalty in low involvement products sample. (4) Furthermore, the impact of attitude toward the ad of utilitarianism and hedonism on b...

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