- Title
- Exploring synergetic effects of social-media communication and distribution strategy on consumer-based brand equity
- Creator
- Cheung, Man Lai; Pires, Guilherme D.; Rosenberger, Philip J.
- Relation
- Asian Journal of Business Research Vol. 10, Issue 1, p. 126-149
- Publisher Link
- http://dx.doi.org/10.14707/ajbr.200078
- Publisher
- Asia Business Research Corporation
- Resource Type
- journal article
- Date
- 2020
- Description
- This study examines the effectiveness of social-media brand communication and intensive-distribution strategy on the consumer-based brand equity dimensions, also accounting for the moderating effect of product involvement. The theoretical framework is tested using data collected from 210 consumers who shopped in electronic-appliance stores (high involvement) or sports-apparel stores (low involvement)in a shopping mall in Hong Kong. Data analysis used partial least squares structural equation modelling (PLS-SEM). The results show that firm-created social-media brand communication and distribution intensity are key factors influencing consumer-based brand equity, with the moderating effect of product involvement also confirmed. However, inconsistent with previous studies, there is only partial support for the impact of user-generated social-media brand communication on consumer-based brand equity dimensions for both high-and low-involvement products. This study enables managers and academics to better understand the combined effectiveness of social media marketing and distribution intensity, as well as the moderating effect of product-involvement level for better resource allocation.
- Subject
- social media; online and offline marketing; distribution intensity; brand equity; product involvement
- Identifier
- http://hdl.handle.net/1959.13/1473160
- Identifier
- uon:48971
- Identifier
- ISSN:2463-4522
- Language
- eng
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