The impact of the type of content marketing on brand image : An empirical study on four experimental cases

The objective of this study was to understand how the type of content does influence brand image, which can be defined as the image that someone has of a particular brand. To answer the different hypotheses, two existing models were used in order to build a structural equation model (SEM). Next to this, several variables were used to measure both the content attitude and the brand attitude, that were used as a measure of brand image. Then, we conducted a quantitative study where respondents were randomly assigned to an experimental case. In this study the model using the LISREL software was tested, allowing us to evaluate how the interactions between variables were evolving depending on the different groups of people. Those groups were combined by looking at the assigned cases and their age. This allowed us to conclude on which type of content should be used by brands depending on the length of the purchase process.