Evaluating the use of banner advertising in strengthening brand relationship

Date of publication: June 1, 2001


This paper studies the role of online advertising’s most popular tool – the banner advertisement – in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners can be seen as aiding the brand building process. Similarly the paper examines whether banners positively impact the two components of brand relationships viz. brand relevance and differentiation; banners then can be seen as aiding in strengthening brand relationships. Finally, the paper looks at whether the virtue of ‘interactivity’ helps in communicating brand values and strengthening brand relationships so as to aid in brand building.

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