The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam

Vinh, Tran Trung; Phuong, Tran Thi Kim; Nga, Vo Thi Quynh; Nguyen, Nguyen Phuc

doi:10.1504/ijecrm.2019.104021

Cited by 11 publications

(10 citation statements)

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“…First, results show a positive impact of brand awareness/associations and brand loyalty on OBE, thus confirming previous studies (e.g. Vinh et al. , 2019).…”

Section: Resultssupporting

confidence: 89%

“…First, results show a positive impact of brand awareness/associations and brand loyalty on OBE, thus confirming previous studies (e.g. Vinh et al, 2019). This finding allows detecting how the customers' awareness/associations and loyalty toward beer brands can significantly influence their OBE.…”

Section: Discussion Of the Resultssupporting

confidence: 88%

“…For instance, Lim and Guzmán (2022), Nguyen Viet and Nguyen Anh (2021), Muniz et al. (2019) and Vinh et al. (2019) find a positive and significant influence of brand awareness/associations, perceived quality and brand loyalty on OBE.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Empirically, previous studies showed contrasting results in the relationship between brand awareness/associations, perceived quality, brand loyalty and OBE. For instance, Lim and Guzm an (2022), Nguyen Viet and Nguyen Anh (2021), Muniz et al (2019) and Vinh et al (2019) find a positive and significant influence of brand awareness/associations, perceived quality and brand loyalty on OBE. Conversely, Pham (2019) andBravo Gil et al (2007) identify how the most influential dimension on OBE is brand loyalty, with respect to perceived quality and brand awareness/associations.…”

Section: Brand Equity Dimensions and Overall Brand Equitymentioning

confidence: 99%

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Managing brand equity in the brewing sector

Francioni

Curina

Hegner

et al. 2022

BFJ

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PurposeThe paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.Design/methodology/approachA quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.FindingsResults corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.Research limitations/implicationsAlthough the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.Practical implicationsThe study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.Originality/valueThe paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.

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“…First, results show a positive impact of brand awareness/associations and brand loyalty on OBE, thus confirming previous studies (e.g. Vinh et al. , 2019).…”

Section: Resultssupporting

confidence: 89%

Section: Discussion Of the Resultssupporting

confidence: 88%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Brand Equity Dimensions and Overall Brand Equitymentioning

confidence: 99%

See 2 more Smart Citations

Managing brand equity in the brewing sector

Francioni

Curina

Hegner

et al. 2022

BFJ

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“…This study proved Kudeshia & Kumar (2017), Nuseir (2019), Severi et al (2014), Vinh et al (2019 research that concluded there was a positive and significant relationship between viral intentions and purchase intentions, also viral intentions and brand awareness. Petrescu et al (2016) added that the more often people continue to share ads, it will enable a person to buy the product.…”

Section: Resultssupporting

confidence: 76%

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Prajogo¹,

Purwanto²

2020

JEMA

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Viral advertising has become a trending topic nowadays. This study aims to examine the effect of advertising appeals on viral advertising, brand awareness, and purchase intentions with the hedonic personality playing as a moderating role. The use of hedonic personality itself to predict viral intentions, brand awareness, and purchase intentions have not been widely discussed by other researchers. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as social media active users with a minimum age of 18 years old. The result shows that advertising appeals (humor and informative) have a positive and significant impact on viral intention and attitude toward advertisement. Thus, the higher viral intention and the positive attitude toward advertisement will increase the possibility of purchase and the level of brand awareness. While hedonic personality was significantly proved moderates the relationship between viral intentions and brand awareness in this study. The nature of respondents in this study who mainly are at high level of hedonic personality make the moderation role of hedonic personality has no significant impact on the relationship of viral intentions on purchase intentions. Therefore, the viral factor on hedonic consumers did not seem to correlate purchase intentions.

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Building heritage brand equity through social media sales promotion: The role of Power Distance

Crespo‐Almendros

Prados‐Peña

Porcu

et al. 2023

Journal of Tourism Research

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This paper aims to look into the moderating effect of individual's cultural characteristics-Power Distance-on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed.The results of a quasi-experimental 2Â2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.

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The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam

Cited by 11 publications

References 0 publications

Managing brand equity in the brewing sector

Managing brand equity in the brewing sector

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Building heritage brand equity through social media sales promotion: The role of Power Distance

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