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

Bruno Schivinski, Przemysław Łukasik

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.

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AUTHORS

Bruno Schivinski

Nottingham Business School

Przemysław Łukasik

Maria Curie-Skłodowska University

Table of contents

About the article

DOI: 10.15219/em62.1215

The article is in the printed version on pages 77-83.

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Citation

B. Schivinski, P. Łukasik, Wpływ aktywności online polskich konsumentów dotyczącej marek na kapitał marki bazujący na konsumencie, „e-mentor” 2015, nr 5(62), s. 77-83, http://dx.doi.org/10.15219/em62.1215.