The influence of social media and brand equity on business-to-business marketing
Purpose – Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets. Design/methodology/approach – Qualitative research using cognitive maps. Findings – BH empowers BE and should be explored within B2B commu...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2023-07-01
|
| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2021-0114/full/pdf |
| _version_ | 1797778244759453696 |
|---|---|
| author | Ligia Fagundes Christian Gomes-e-Souza Munaier Edson Crescitelli |
| author_facet | Ligia Fagundes Christian Gomes-e-Souza Munaier Edson Crescitelli |
| author_sort | Ligia Fagundes |
| collection | DOAJ |
| description | Purpose – Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets. Design/methodology/approach – Qualitative research using cognitive maps. Findings – BH empowers BE and should be explored within B2B communications. Research limitations/implications – Brand image and other BH dimensions should be measured in next studies. Practical implications – BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions. Social implications – Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price. Originality/value – Interaction between BH, SM and BE in B2B has not been evaluated yet. |
| first_indexed | 2024-03-12T23:14:32Z |
| format | Article |
| id | doaj.art-81f58a2bcd6548018a7f07ee943562ba |
| institution | Directory Open Access Journal |
| issn | 1809-2276 2177-8736 |
| language | Portuguese |
| last_indexed | 2024-03-12T23:14:32Z |
| publishDate | 2023-07-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | REGE Revista de Gestão |
| spelling | doaj.art-81f58a2bcd6548018a7f07ee943562ba2023-07-17T13:03:43ZporEmerald PublishingREGE Revista de Gestão1809-22762177-87362023-07-0130329931310.1108/REGE-07-2021-0114The influence of social media and brand equity on business-to-business marketingLigia Fagundes0Christian Gomes-e-Souza Munaier1Edson Crescitelli2Department of FEA (Faculty of Economics and Administration), Universidade de Sao Paulo, Sao Paulo, BrazilDepartment of FEA (Faculty of Economics and Administration), Universidade de Sao Paulo, Sao Paulo, BrazilDepartment of FEA (Faculty of Economics and Administration), Universidade de Sao Paulo, Sao Paulo, BrazilPurpose – Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets. Design/methodology/approach – Qualitative research using cognitive maps. Findings – BH empowers BE and should be explored within B2B communications. Research limitations/implications – Brand image and other BH dimensions should be measured in next studies. Practical implications – BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions. Social implications – Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price. Originality/value – Interaction between BH, SM and BE in B2B has not been evaluated yet.https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2021-0114/full/pdfBrand equityBrand heritageSocial mediaB2B marketing |
| spellingShingle | Ligia Fagundes Christian Gomes-e-Souza Munaier Edson Crescitelli The influence of social media and brand equity on business-to-business marketing REGE Revista de Gestão Brand equity Brand heritage Social media B2B marketing |
| title | The influence of social media and brand equity on business-to-business marketing |
| title_full | The influence of social media and brand equity on business-to-business marketing |
| title_fullStr | The influence of social media and brand equity on business-to-business marketing |
| title_full_unstemmed | The influence of social media and brand equity on business-to-business marketing |
| title_short | The influence of social media and brand equity on business-to-business marketing |
| title_sort | influence of social media and brand equity on business to business marketing |
| topic | Brand equity Brand heritage Social media B2B marketing |
| url | https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2021-0114/full/pdf |
| work_keys_str_mv | AT ligiafagundes theinfluenceofsocialmediaandbrandequityonbusinesstobusinessmarketing AT christiangomesesouzamunaier theinfluenceofsocialmediaandbrandequityonbusinesstobusinessmarketing AT edsoncrescitelli theinfluenceofsocialmediaandbrandequityonbusinesstobusinessmarketing AT ligiafagundes influenceofsocialmediaandbrandequityonbusinesstobusinessmarketing AT christiangomesesouzamunaier influenceofsocialmediaandbrandequityonbusinesstobusinessmarketing AT edsoncrescitelli influenceofsocialmediaandbrandequityonbusinesstobusinessmarketing |