Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity

This study examines how brand communication influences consumer‐based brand equity (BEQ) through social networking sites in the presence of brand attachment (BAT) as a mediator. The outcomes related to consumer‐BEQ, such as consumers’ pay intention and loyalty to a brand and a brand’s vocal ability,...

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Bibliographic Details
Published in:International journal of consumer studies 2022-07, Vol.46 (4), p.1381-1398
Main Authors: Arya, Vikas, Paul, Justin, Sethi, Deepa
Format: Article
Language:English
Subjects:
artificial neural network
brand attachment
brand communication
brand created content
Brands
Communication
Consumers
consumer‐based brand equity
Equity
Loyalty
Marketing
Mass media
Networking
Neural networks
Social media
social networking sites
Social networks
user generated content
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Summary:This study examines how brand communication influences consumer‐based brand equity (BEQ) through social networking sites in the presence of brand attachment (BAT) as a mediator. The outcomes related to consumer‐BEQ, such as consumers’ pay intention and loyalty to a brand and a brand’s vocal ability, are also explored in this study. An empirical investigation for 498 responses was carried using Smart‐PLS, Process‐macro & artificial neural network modeling based hybrid approach. The analysis indicates that brand consumer‐BEQ is high when a brand’s communication on social media platforms is positive. A strong mediating role of BAT is confirmed. The study is unique in terms of explaining the role of brand communication on social networking sites and its impact on consumer‐BEQ in the presence of BAT as a mediator. While focusing on Millennials’ tech‐savvy characteristics and considering SNSs as an advanced tool for brand communication, brands should refine their marketing strategy.
ISSN:1470-6423
1470-6431
DOI:10.1111/ijcs.12763