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 Type:	Refereed Article
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 Pontes)
ID Code:	132493
Year Published:	2019
Deposited By:	Psychology
Deposited On:	2019-05-08
Last Modified:	2019-06-14
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