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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 Type:	Article
Authors/Creators:	Schivinski, B and Muntinga, DG and Pontes, HM and Lukasik, L
Keywords:	consumer-based brand equity, online brand-related activities, social media, engagement, online consumer behavior, COBRAs
Journal or Publication Title:	Journal of Strategic Marketing
Publisher:	Routledge
ISSN:	0965-254X
DOI / ID Number:	https://doi.org/10.1080/0965254X.2019.1572641
Copyright Information:	Copyright 2019 Informa UK Limited, trading as Taylor & Francis Group
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