2019
DOI: 10.1108/ejm-09-2016-0511
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Consumer emotional brand attachment with social media brands and social media brand equity

Abstract: Purpose The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE). Design/methodology/approach This paper develops a model that outlines how emotional brand attachment with social media explains … Show more

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Cited by 191 publications
(218 citation statements)
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References 105 publications
(174 reference statements)
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“…In other words, firms must be able to offer reasons why consumers should continue to return. Providing appropriate and helpful services and content is critical to motivating audiences to remain connected with the business, as motivated consumers demonstrate a much stronger commitment to the brand (Dwivedi, Johnson, Wilkie, & Araujo-Gil, 2018;Fuller, 2010). The rise of information technology has also enabled intangible innovation, while consumer satisfaction is determined by the types of services or content that companies offer as well as their value to consumers (Lusch & Nambisan, 2015).…”
Section: Satisfaction (Services Content and The Interface)mentioning
confidence: 99%
“…In other words, firms must be able to offer reasons why consumers should continue to return. Providing appropriate and helpful services and content is critical to motivating audiences to remain connected with the business, as motivated consumers demonstrate a much stronger commitment to the brand (Dwivedi, Johnson, Wilkie, & Araujo-Gil, 2018;Fuller, 2010). The rise of information technology has also enabled intangible innovation, while consumer satisfaction is determined by the types of services or content that companies offer as well as their value to consumers (Lusch & Nambisan, 2015).…”
Section: Satisfaction (Services Content and The Interface)mentioning
confidence: 99%
“…Figure 1 shows the position of previous research related to brand loyalty and illustrates the original positioning of our study in a neglected area. The current literature on single-brand loyalty has focused strongly on issues such as the relationship between customer satisfaction and brand loyalty (e.g., Dwivedi et al, 2018;Homburg and Giering, 2001;Kumar et al, 2013;Oliver, 1999;Walsh et al, 2008). In addition, an important stream of research on brand loyalty is informed by a predominantly cognitive representation of decision making, such as risk and competition (e.g., Empen et al, 2015;Ngobo, 2017;Uncles et al, 2003;Walsh et al, 2007).…”
Section: Introductionmentioning
confidence: 99%
“…Likewise, every consumer experience with a brand that creates a sense of satisfaction can be stored in consumer memory as the brand's knowledge (Van Osselaer and Janiszewski in Dwivedi et al, 2018). In addition, according to Pappu and Quester (2006), consumers who are more satisfied with a brand will tend to remember more positive associations and knowledge about the brand.…”
Section: Consumer Satisfaction On Awarenessmentioning
confidence: 99%