Wpływ aktywności online polskich konsumentów dotyczącej marek na kapitał marki bazujący na konsumencie

• Authors: Schivinski Bruno , Łukasik Przemysław

Title variants

EN

The influence of polish consumers' online brand-related activity on brand equity

• Languages of publication: PL

Abstracts

EN

The ways consumers communicate, collaborate and connect with others have been altered by social media. As a result, researchers 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 influence their perceptions of brand equity.

Keywords

EN

brand-related activity; brand equity

• Publisher: Szkoła Główna Handlowa w Warszawie
• Journal: e-mentor
• Year: 2015
• Issue: 5 (62)
• Pages: 77-83

Contributors

author

Schivinski Bruno

• Nottingham Business School

author

Łukasik Przemysław

• Maria Curie-Skłodowska University

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