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    The influence of Polish consumers’ online brand-related activity on brand equity

    Schivinski, Bruno and Łukasik, P. (2015) The influence of Polish consumers’ online brand-related activity on brand equity. e-mentor 5 (62), pp. 77-83. ISSN 1731-1320.

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    Schivinski, Łukasik - 2015 - Wpływ aktywności online polskich konsumentów dotyczącej marek na kapitał marki bazujący na konsumenc.pdf - Published Version of Record
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    Abstract

    The ways consumers communicate, collaborate and connect with others have been altered by social media. As a result, research- ers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. The authors aimed to understand more on the impact of the consumption, contribution, and creation of brand-related content on consumer’s perception of brand equity. To uncover the research gap the authors investigated 766 social media users in order to observe the effects of consumer’s online brand-related activities (COBRA) on consumer’s based brand equity (CBBE) by using a standardized online survey throughout Poland. To test the conceptual model, there were 203 brands from various branches analyzed. When analyzing the data, the structural equation modeling technique was applied. The results of the empirical studies showed that that consumer’s engagement with consumption, contribution, and creation of brand-related activities positively influ- ence their perceptions of brand equity.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 09 Oct 2017 08:42
    Last Modified: 09 Oct 2017 08:42
    URI: http://eprints.bbk.ac.uk/id/eprint/19944

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