Media channels impact in brand indicators in Romania

Abstract

Finding the main influencers in brand indicators is a challenge for every marketing manager and researchers working in the branding investments area. How much to invest, which is the proper media channel mix or what is the influence of brand heritage are the questions of interest and which the paper responds to. Therefore, this paper is aiming to analyze the brand performance indicators in 2018 (awareness, trial and usage) for over 700 brands in Romania based on their investment on each media channel for 2014-2018 period and 2014 brand indicators. As for characterization of media investment 47 variables were retained, principal component analysis was used for reducing factors of influence. Thus, four main components were retrieved: media investment in absolute measures, main and second proportion in terms of media channel mix, and qualitative aspects of the brand. In conclusion, some multivariate regressions were built for identifying impact on each 2018 brand indicator using the four principal components and 2014 levels of the brand indicators.

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“…In order to track the digital evolution of each country, the Digital Economy, and Society Index (DESI) is published every year by the European Commission. It measures status on five criteria: connectivity, human capital, internet use, digital technology integration and digital public services and each category is based on several indicators like broadband connectivity, digital skills of human capital, digitalization of business and e-commerce, digital public services (Burlacioiu, Moise, Boboc, & Croitoru, 2018). From 2018 onwards, Romania ranked last or second last every year.…”