Branding academic library e-resources: Perspectives from undergraduate students Public Deposited

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Last Modified
  • February 28, 2019
Creator
  • Cox, Emily L.
    • Affiliation: School of Information and Library Science
Abstract
  • This study assessed the degree to which University of North Carolina at Chapel Hill (UNC-CH) undergraduate students recognized the branding messages displayed within UNC-CH Libraries' fee-based online resources. Recent research and evaluation projects in libraries have focused on branding electronic resources, and some of the fee-based online resources at the UNC-CH Libraries include a branding message. Sixteen undergraduate students were interviewed and given ten screenshots of online resources, eight fee-based resources and two freely-available resources. Each participant was asked to sort these screenshots into two categories: paid for by UNC Libraries or freely-available to the general public. While explicit library branding of fee-based resources helped over half the participants accurately characterize the screenshots, students also (1) used several other visual characteristics of the resources to make their sorting decisions and (2) relied upon past experiences with the resources or similar sources. Participants also gave suggestions to make branding logos more effective.
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Rights statement
  • In Copyright
Advisor
  • Edwards, Phillip M.
Degree granting institution
  • University of North Carolina at Chapel Hill
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Extent
  • 58
Access
  • Open access
Deposit record
  • abb1808a-3405-4d7b-866b-f35807dc08b2
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