Social and Behavioral Sciences Commons^™

The Effects Of Emotional Versus Rational Message Framing On Brand Attachment And Brand Loyalty, Elisa Woinowsky

UNLV Theses, Dissertations, Professional Papers, and Capstones

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 …