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Consumers' Communication Channels Pr...

Rondon Diplan, Carolina.

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Consumers' Communication Channels Preferences: High-Stake Versus Low-Stake Brands.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Consumers' Communication Channels Preferences: High-Stake Versus Low-Stake Brands./
Author:	Rondon Diplan, Carolina.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
Description:	54 p.
Notes:	Source: Masters Abstracts International, Volume: 55-03.
Contained By:	Masters Abstracts International55-03(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1605955
ISBN:	9781339352695

Consumers' Communication Channels Preferences: High-Stake Versus Low-Stake Brands.
Rondon Diplan, Carolina.

Consumers' Communication Channels Preferences: High-Stake Versus Low-Stake Brands. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 54 p.

Source: Masters Abstracts International, Volume: 55-03.

Thesis (M.S.)--Rochester Institute of Technology, 2015.

The purpose of this study was to explore which communication channels consumers are more likely to use when they want to provide feedback or acquire information about high-stake and low-stake brands. This research relies on the results of a survey and an analysis of the literature to gather findings. Results suggest that consumers prefer to talk more about high-stake brands than low-stake brands. They also show that consumers are more inclined to use face-to-face, Facebook, and websites to communicate experiences and acquire information about brands than other evaluated communication channels. Finally, consumers are more likely to express negative experiences than positive experiences or questions. Findings of this research provide insights to enhance the consumer-brand interactions in brand communications.

ISBN: 9781339352695Subjects--Topical Terms:

2144804
Mass communication.

Consumers' Communication Channels Preferences: High-Stake Versus Low-Stake Brands.
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520 $a The purpose of this study was to explore which communication channels consumers are more likely to use when they want to provide feedback or acquire information about high-stake and low-stake brands. This research relies on the results of a survey and an analysis of the literature to gather findings. Results suggest that consumers prefer to talk more about high-stake brands than low-stake brands. They also show that consumers are more inclined to use face-to-face, Facebook, and websites to communicate experiences and acquire information about brands than other evaluated communication channels. Finally, consumers are more likely to express negative experiences than positive experiences or questions. Findings of this research provide insights to enhance the consumer-brand interactions in brand communications.
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