Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
5-2025
Committee Chair or Co-Chairs
Anthony Chase Mitchell
Committee Members
Melanie Richards, Stephen Marshall
Abstract
This thesis explores the influence of brand identity and media on shaping evolving perceptions of health across generations. The three generations considered are Generation X, Millennials, and Generation Z. The initial hypothesis predicted the popular media and brands that each generation interacts with are most likely to influence their perception. Additionally, the health brands most popular with each generation would influence their overall health perception, based on the identity and values of the brand. A qualitative study was conducted using focus groups to gather data about health perceptions, brand identity, media influence, and holistic health. The findings suggest that individuals reflect their health perceptions through the media content and brands they choose to interact. The insights uncovered in this study were used to develop suggested brand media implications for health brands. A secondary research question explored how health brands can effectively promote a shared holistic perception across all generations.
Document Type
Thesis - embargo
Recommended Citation
Diaz, Julie Irene, "Brand Media and Health Perceptions: A Thematic Analysis of Generational Differences" (2025). Electronic Theses and Dissertations. Paper 4500. https://dc.etsu.edu/etd/4500
Copyright
Copyright by the authors.