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- Title
CONCEPTUALIZING THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER-BASED BRAND EQUITY FOR PRODUCTS ACROSS DIFFERENT COUNTRY-OF-ORIGIN IMAGE AND INVOLVEMENT LEVEL.
- Authors
Man Lai Cheung; Pires, Guilherme D.; Rosenberger III, Philip J.
- Abstract
The role of social media brand communication in brand building process has attracted increasing attention from marketers, being regarded as one of the most important strategies to build strong and positive brand knowledge in consumers' minds. Despite its growing importance, limited research has examined the moderators in the use of social media brand communication in brand building process. Seeking to address this gap, this paper proposes a conceptual model for examining the impact of the two forms of social media brand communication, namely firm-created social media brand communication and user-generated social media brand communication on consumer-based brand equity, along with the moderating effects of country-of-origin image and product involvement level. The model seeks to enhance understanding of the role of social media brand communication in brand building process, across products with different country-of-origin image and involvement levels. Suggestions for the empirical investigation of the model are made.
- Subjects
SOCIAL media in business; DIRECT e-marketing; MARKETING strategy; INDUSTRIAL management; PRODUCT management
- Publication
Global Business & Economics Anthology, 2019, Vol 2, p81
- ISSN
1553-1392
- Publication type
Article