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Influencing COBRAs: the effects of brand equity on the consumer's propensity to engage with brandrelated content on social media
journal contribution
posted on 2023-05-20, 03:30 authored by Schivinski, B, Muntinga, DG, Halley de Oliveira Miguel PontesHalley de Oliveira Miguel Pontes, Lukasik, LThis research examines whether perceptions of brand equity influence consumers’ propensity to engage with brand-related content on social media. By combining two frameworks: consumer-based brand equity (CBBE) and consumers’ online brand-related activities (COBRAs) we develop two conceptual models and empirically test their validity. Using survey data from respondents across a range of brands, we estimate conceptual models from both a macro- and a micro-relationship perspective. From the macro-relationship perspective, findings suggest that consumer-based brand equity positively drives consumers’ behavioral engagement with brands on social media. From the micro-relationship perspective, findings indicate that brand associations influence the consumption and contribution of brand-related social media content, while brand loyalty additionally influences the creation of brand-related social media content. Finally, brand quality was found to negatively effect consumers’ behavioral engagement: the lower the perceived quality, the more individuals consume and contribute brand-related content to social media.
History
Publication title
Journal of Strategic MarketingISSN
0965-254XDepartment/School
School of Psychological SciencesPublisher
RoutledgePlace of publication
United KingdomRights statement
Copyright 2019 Informa UK Limited, trading as Taylor & Francis GroupRepository Status
- Restricted