Work

Influencing COBRAs: the effects of brand equity on the consumer’s propensity to engage with brand-related content on social media

Year: 2019

Type: article

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.

Source: Journal of Strategic Marketing

DOI: 10.1080/0965254x.2019.1572641

Authors: Bruno Schivinski, Daan G. Muntinga, Halley M. Pontes, Przemyslaw Lukasik

Institutions: University of London, Birkbeck, University of London, Nottingham Trent University, Maria Curie-Skłodowska University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

Funder: Narodowe Centrum Nauki

Award: G8891834245