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.


  • Aaker D.A., Joachimsthaler E., Brand leadership. Building assets in an information economy, The Free Press, New York 2000.
  • Aaker D.A., Managing brand equity: Capitalizing on the value of a brand name, The Free Press, New York 1991.
  • Aaker D.A., Measuring brand equity across products and markets, „California Management Review” 1996, Vol. 38, No. 2, 102-120,
  • Bruhn M., Schoenmueller V., Schäfer D.B., Are social media replacing traditional media in terms of brand equity creation?, „Management Research Review” 2012, Vol. 35, No. 9, s. 770-790,
  • Chaudhuri A., Holbrook M., The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty, „Journal of Marketing” 2001, Vol. 65, April, s. 81-93.
  • Ehrenberg A.S.C., Goodhardt G., Barwise T., Double jeopardy revisited, „Journal of Marketing” 1990, Vol. 54, s. 82-91,
  • Fulgoni G., Uses and misuses of online-survey panels in digital research: Digging past the surface, „Journal of Advertising Research” 2014, Vol. 54, No. 2, s. 133-137.
  • Hair J.F. Jr., Black W.C., Babin B.J., Anderson R.E., Multivariate data analysis (Seventh Ed.), Pearson Education Limited, Harlow, 2014.
  • Keller K.L., Strategiczne zarządzanie marką. Kapitał marki - budowanie, mierzenie i zarządzanie, Wolters Kluwer, Warszawa 2014.
  • Krawczyk I., 90 proc. internautów korzysta z serwisów społecznościowych, 2013,
  • Muntinga D.G., Moorman M., Smit E.G., Introducing COBRAs: Exploring motivations for brand-related social media use, „International Journal of Advertising” 2011, Vol. 30, No. 1, s. 13-46,
  • Schivinski B., Brzozowska-Woś M., Badanie aktywności online polskich konsumentów dotyczącej marek, „e-mentor” 2015, nr 2(59), s. 77-85,
  • Schivinski B., Dabrowski D., The impact of brand communication of brand equity through Facebook, „Journal of Research in Interactive Marketing” 2015, Vol. 9, No. 1, s. 39-53,
  • Schivinski B., Łukasik P., Rozwój badań nad kapitałem marki bazującym na konsumencie - przegląd literatury, „Marketing i Rynek” 2014, nr 11, s. 74-80.
  • Shao G., Understanding the appeal of user-generated media: A uses and gratification perspective, „Internet Research” 2009, Vol. 19, No. 1, s. 7-25,
  • Villarejo-Ramos A.F., Sánchez-Franco M.J., The impact of marketing communication and price promotion on brand equity, „Journal of Brand Management” 2005, Vol. 12, No. 6, 431-445, 10.1057/
  • Walsh G., Mitchell V.W., Jackson P.R., Beatty S.E., Examining the antecedents and consequences of corporate reputation: A customer perspective, „British Journal of Management” 2009, Vol. 20, No. 2, s. 187-203,
  • Yoo B., Donthu N., Developing and validating a multidimensional consumer-based brand equity scale, „Journal of Business Research” 2001, Vol. 52, No. 1, s. 1-14,
  • Zeithaml V.A., Consumer perceptions of price, quality, and value?: A means-end model and synthesis of evidence, „Journal of Marketing” 1988, Vol. 52, July, s. 2-22,

Bruno Schivinski

Nottingham Business School

Przemysław Łukasik

Maria Curie-Skłodowska University

About the article


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

pdf download PDF

pdf read the article (Polish)

How to cite

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,