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Influencing COBRAs: the effects of brand equity on the consumer's propensity to engage with brandrelated content on social media
Citation
Schivinski, B and Muntinga, DG and Pontes, HM and Lukasik, L, Influencing COBRAs: the effects of brand equity on the consumer's propensity to engage with brandrelated content on social media, Journal of Strategic Marketing ISSN 0965-254X (2019) [Refereed Article]
Copyright Statement
Copyright 2019 Informa UK Limited, trading as Taylor & Francis Group
DOI: doi:10.1080/0965254X.2019.1572641
Abstract
This 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.
Item Details
Item Type: | Refereed Article |
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Keywords: | consumer-based brand equity, online brand-related activities, social media, engagement, online consumer behavior, COBRAs |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing research methodology |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Pontes, HM (Dr Halley de Oliveira Miguel Pontes) |
ID Code: | 132493 |
Year Published: | 2019 |
Web of Science® Times Cited: | 20 |
Deposited By: | Psychology |
Deposited On: | 2019-05-08 |
Last Modified: | 2021-01-06 |
Downloads: | 0 |
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