How brand message impacts brand image

: a generational perspective

Abstract

In today's world, effective communication is crucial for brands to connect with consumers. However, the overexposure to consumers specially from digital platforms has become a significant challenge for brands seeking to make a lasting impression. It is essential to understand how different generations perceive brand messages in order to develop communication strategies that generate meaningful connections. This thesis aims to understand the differential impact of two formats of Brand Message on Brand Image, as perceived by Generation X and Z, In other words, it seeks to explore how these messages influence consumers' views of brands. By analyzing the generational differences among these two groups, and based on the literature related to Brand Communication, Message and Image, we formulated hypotheses to study how these two types of Brand Messages affect Brand Image from a generational perspective. The methodology used for this investigation includes secondary data analysis, with quantitative data gathered through online interviews and questionnaires. The key findings reveal that the type of message does not significantly differ between the generational groups. In other words, generational perspective does not impact the message format. Additionally, generational perspective does not significantly impact the relationship between Brand Message and Image; however, they appear to have a positive influence on each other. This study seeks to clarify the relationship between these constructs and aims to make contributions to both academic research and practical brand management regarding the complex interplay between brand messaging and consumer perception, while also identifying constraints and opportunities for future research.

Date of Award	17 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)