Advanced Search
MyIDEAS: Login

The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook

Contents:

Author Info

  • Bruno Schivinski

    ()
    (Gdansk University of Technology, Gdansk, Poland)

  • Dariusz Dabrowski

    ()
    (Gdansk University of Technology, Gdansk, Poland)

Abstract

Companies are now using social networking sites, such as Facebook, to enhance their brand communication and to promote and disseminate their product information among consumers. Such brands as Coca-Cola, Converse, and Starbucks reach millions of people through their social media communication; however, companies do not have complete control over this phenomenon. Consumers actively “like” brands, comment on posts, share information and share their opinions with other people on the Internet. The purpose of this study is to fill the gaps in the discussion of the ways in which firm-created and user-generated social media communication techniques impact consumer-based brand dimensions through Facebook. Moreover, we studied brand purchase intentions to achieve a behavioral understanding of the influence of these two communication instruments. We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of social media communication on brand equity metrics. We subsequently applied structural equation modeling techniques for data analysis. The results of our empirical studies showed that user-generated social media communication had a positive impact on two measures of consumer-based brand equity, which included brand loyalty and perceived brand quality. In addition, the analysis indicated that firm-created social media communication had no influence on consumers’ brand purchase intention. This study also offers valuable insights for brand managers and scholars.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: ftp://ftp.zie.pg.gda.pl/RePEc/gdk/wpaper/WP_GUTFME_A_4_SchivinskiDabrowski_revised.pdf
File Function: Revised version, 2013
Download Restriction: no

Bibliographic Info

Paper provided by Faculty of Management and Economics, Gdansk University of Technology in its series GUT FME Working Paper Series A with number 4.

as in new window
Length:
Date of creation: Jun 2013
Date of revision:
Handle: RePEc:gdk:wpaper:4

Contact details of provider:
Postal: ul. Narutowicza 11/12, 80-233 Gdańsk
Phone: +48 58 347-18-99
Fax: +48 58 347-18-61
Web page: http://www.zie.pg.gda.pl
More information through EDIRC

Related research

Keywords: social-media; brand equity; CBBE; purchase intention; Facebook;

Find related papers by JEL classification:

This paper has been announced in the following NEP Reports:

References

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
as in new window
  1. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
  2. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
  3. Haley, Russell I. & Baldinger, Allan L., 2000. "The ARF Copy Research Validity Project," Journal of Advertising Research, Cambridge University Press, vol. 40(06), pages 114-135, November.
  4. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
Full references (including those not matched with items on IDEAS)

Citations

Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
  1. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:gdk:wpaper:4. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wojciech Drapinski).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.