Master of Arts (MA)
Journalism and Media Studies
First Committee Member
Second Committee Member
Third Committee Member
Soo Kyong Kim
Fourth Committee Member
Number of Pages
The purpose of this research is to investigate the relationship among message framing in social media, brand attachment, and brand loyalty for higher education institutions. In particular, this study compares the effectiveness of rational versus emotional message framing in different message contexts, such as sports or academic-related stories. Furthermore, this study examines the congruent effect between message framing and contents in higher education. Specifically, this study predicts that the more message framing and contents are congruent, the greater brand attachment and brand loyalty consumers will have. To analyze the effects of message framing and type of contents, this study adopts experimental design method. The findings of this research indicate that previous involvement with a brand predicts high brand attachment and brand loyalty and needs to be present prior to the strengthening process of brand attachment and brand loyalty. Therefore, previous brand involvement can be measured and related to the effectiveness of strengthening brand attachment and brand loyalty.
Brand attachment; Brand loyalty; Emotional appeals; Rational appeals; Social media marketing
Broadcast and Video Studies | Journalism Studies
Woinowsky, Elisa, "The Effects of Emotional Versus Rational Message Framing on Brand Attachment and Brand Loyalty" (2019). UNLV Theses, Dissertations, Professional Papers, and Capstones. 3702.