Der Einsatz der Online- und Offlinekommunikation und deren Wirkung auf markenbezogene Grössen. Entwicklung und Überprüfung eines Untersuchungsmodells am Beispiel einer Konsumgütermarke

There is empirical evidence regarding the effects of offline communications on brand-related constructs like brand image or brand awareness. This is not the fact with the effect of online communications on these constructs. However, with the increasing importance of the Internet the knowledge about the effect of online communications, especially in comparison with offline communications, is highly relevant. This paper therefore focuses on investigating the effect of online communications on brand-related constructs and on relating it with the effect of offline communications. The empirical study, using the example of a consumer brand, shows that both communication instruments are of relevance, however online communications activities exhibit greater effects on brand-related constructs.