Are Media Relevant in Promoting Brand Attitude? The Evidence of ‘Super Media’ During the Pandemic in Spain

Carolina Guerini () and Antonio Brandolisio ()
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Carolina Guerini: Cattaneo University, LIUC
Antonio Brandolisio: Cattaneo University, LIUC

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 149-163 from Springer

Abstract: Abstract Starting from the changing patterns of media consumption during the Covid-19 pandemic in Spain, the paper analysis, on the basis of a representative sample, the role of media in favoring a positive brand attitude. The results acknowledge the existence of three classes of media, that proved to differ in terms of effectiveness. We were able to outline as well other factors that proved to be relevant. Brand’s features, marketing policies and consumer perspective lenses have the power - beyond media- to affect brand attitude, confirming the concurrent importance of complex relations. Though limited to a Country and a precise crisis period, the analysis offers some insights on the components of a successful brand strategy.

Keywords: Media consumption; Media selection; Covid-19; Digital marketing (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_18

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DOI: 10.1007/978-3-031-05728-1_18

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