Show simple item record

dc.contributor.authorvan Langenberghe, Anina Noelle Kool
dc.contributor.authorCalderon, Sergio Daniel Prin
dc.date.accessioned2018-01-10T08:46:51Z
dc.date.available2018-01-10T08:46:51Z
dc.date.issued2017
dc.identifier.urihttp://hdl.handle.net/11250/2476575
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017nb_NO
dc.description.abstractThis study investigates the effect of online video advertising on brand recall across online video platforms. The platforms included in the study are an online news-streaming platform, an online television-streaming platform, and an online video-sharing platform. In addition, we test the effects that frequency of ad exposure, satisfaction with the viewing experience, previous exposure to the platform, and age have on brand recall, which is measured by using unaided, aided, and extra aided recall scenarios. Online video-sharing platforms have a significantly stronger effect on aided and extra aided brand recall than online news-sharing platforms, implying that, in order to recall the advertised brand on an online video-sharing platform, additional brand triggers are required. Satisfaction has a significant but negative impact on all three brand recall scenarios, indicating that the more the viewer is immersed in the viewing experience, the less they will be able to recall the brand.nb_NO
dc.language.isoengnb_NO
dc.publisherBI Norwegian Business Schoolnb_NO
dc.subjectStrategic marketing managementnb_NO
dc.titleA cross-platform study of brand recall in online video advertisingnb_NO
dc.typeMaster thesisnb_NO


Files in this item

Thumbnail
Thumbnail

This item appears in the following Collection(s)

Show simple item record