Las principales críticas a la teoría del capital humano

From a review of previous studies, this chapter clarified research topic and provided a background for the theoretical framework.

The literature review started by conceptualising brand equity and discussing its advantages for managerial practices and academia. Then, various perspectives of brand equity were presented and consumer based brand equity was explained. Aaker’s (1991) four dimensions of brand awareness, perceived quality, brand association and brand loyalty were elaborated, and shown

74

to be the most widely accepted dimensions of consumer based brand equity in the traditional (offline) contexts.

After explaining brand equity in the offline context, the significance of this concept in the online environment was highlighted. It was shown that applying traditional dimensions in a digital contexts without considering the underlying differences between the two environments could be misleading. Therefore, literature on brand equity for websites and online brands were reviewed to identy the relevant dimensions. These dimension were then elaborated and clarified.

After reviewing brand equity and the relevant dimensions, the thesis proceeded to explain the role of advertising in creating CBBE. Subsequently, the chapter maintained that since SMS advertising is a subset of advertising, it is possible to assume correlations between SMS advertising and consumer based brand equity dimensions. Then, the literature on SMS advertising was reviewed. The advantages and disadvantages of applying this form of advertising were discussed and the penetration of text message advertising in the UK was described. It is shown that SMS advertising can present some opportunities due to its characteristics such as ‘availability’, ‘simplicity’ and ‘low costs’ (Doyle, 2001), however, it may pose some risks and disadvantages as well, such as annoying consumers. The next chapter builds up on this review to propose a new model for examining whether such advantages and disadvantages actually influence brands.

Reviewing literature revealed that there are gaps in the knowledge that require further research: - There are papers that call for future studies in the online context (Keller, 2016; Rana et

al., 2015; Swaminathan, 2016; Wang et al., 2016). For example, Gürhan-Canli, Hayran, & Sarial-Abi, (2016) suggested that due to the fast-paced technological advancements and macro changes in the online businesses environments, future studies should examine

75

the important brand attributes in the digital context. Furthermore, Keller (2016, pp 11- 13) identified areas that require further research such as “understanding pure digital brands”, “understanding pricing power and switching behaviour” , “understanding value of brands and branding in digital world”, “understanding how to manage customer relationship” in the digital context and what is the role of advertising in consumers’ decision journey for online brands.

- The relationships between SMS advertising and online brand equity dimensions (for loyalty programs active in daily deal sites) in the context of UK have not been studied . This is important because new reports such as eMarketer (2016 a) show that consumers prefer SMS as a communication tool for loyalty messages. Hence, further research can be beneficial in clarifying the potential relationships between SMS advertising and dimensions of consumer based brand equity for online brands on a loyalty program (in daily deal sites market).

- After reviewing the literature on SMS advertising, it is found that majority of studies investigating the text message advertising were conducted before 2010. Furthermore, majority of the studies investigating SMS advertising viewed consumers’ attitude from two perspectives either from the attitudes toward SMS advertising in general (attitude toward an object) (i.e. Aslam et al., 2016; Haghirian et al., 2005; Tsang et al., 2004; Ul Haq, 2012) or toward a specific SMS advertisement (object) (Drossos et al., 2007; 2013; Varnali, 2014). However, the attitudes of consumers towards of using SMS advertising for brands has not received as much attention. This is despite the fact that this form of attitude (attitude toward the act) can be helpful in determining consumers’ evaluations of using text messages after opting-in to SMS advertising campaigns. Especially, in the context of this study, where such attitudes can determine the consumer-brand

76

relationship. Furthermore, previous studies do not indicate the factors that are more influential in affecting attitudes toward using SMS advertising.

- While the hierarchy of effects model is an important model on the effect of advertising, previous research has not established how SMS advertising results in changing consumers’ perceptions about brands.

- It was shown that consumer based brand equity dimensions vary in offline and online contexts. However, previous studies investigating the effect of SMS advertising on brand equity overlooked such differences.

- While the effects of SMS advertising in brand building and awareness creation has been demonstrated through previous studies, these studies do not show whether the attitude toward using SMS advertising and incentives assessments both connect with brand associations and brand image for online brands. Furthermore, Varnali (2014, p.339) suggested that “the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated.”

- There are discrepancies between the identified dimensions of online brand equity i.e. Rana et al. (2015), Rios & Riquelme (2008; 2010) and Barreda (2014). Therefore, there are questions as to whether such models and the associations would be different if applied in other sectors/context. In addition, the fact that the significance of brand trust as a dimension of brand equity was approved by Christodoulides, et al.(2006), Rana et al. (2015) and Rios & Riquelme (2010); yet, rejected by Rios & Riquelme's (2008) requires further attention. Thus, there is a need for further investigation into the importance of brand trust in online brand equity models.

- Comparing the Christodoulides’ et al. (2006) ORS model and other proposed models of brand equity such as Page & Lepkowska-White (2002); one may ask, why factors such as online experience are considered as features that influence brand equity in one model,

77

while they are considered as a dimension of brand equity in the other? Additionally, looking at brand equity from the relational point of view (in ORS model), raises questions concerning why brand loyalty, which is one of the main drivers of consumer- brand relationship, has no part in the proposed model

In the next chapter, the important characteristics of text message advertising and the factors that affect attitude toward using them are identified in order to develop relevant hypotheses. Subsequently, the theoretical framework is developed to examine whether there are valid relationships between these factors and dimensions of online brand equity.

78

- THEORETICAL FRAMEWORK