THE FACTORS DERIVED FROM ONLINE VIDEO ADVERTISEMENT INFLUENCING ON THE BRAND EQUITY
Keywords:
online video advertisements, brand equity, perceived quality, brand loyalty, brand awareness, brand associationAbstract
In the current situation that consumers are often overloaded with information, it is of great practical significance to study how to effectively capture the attention of consumers through online video advertisements and enhance their awareness of enterprises and brands. By reading the relevant theories of brand equity, I made four hypotheses. Then I used the questionnaire to collect the data and analyzed it with SPSS.
I used SPSS to analyze my hypothesis and came to the conclusion that: Perceived quality derived from online video adversitemnt has a positive and significant relationship with brand equity. Brand loyalty derived from online video adversitemnt has a positive and significant relationship with brand equity. Brand awareness derived from online video adversitemnt has a positive and significant relationship with brand equity. Brand association derived from online video adversitemnt has a positive and significant relationship with brand equity.
