The impact of brand communication on brand equity through Facebook

Schivinski, Bruno; Dąbrowski, Dariusz

doi:10.1108/jrim-02-2014-0007

Cited by 244 publications

(281 citation statements)

References 70 publications

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“…As past research has found that the development of team loyalty and attaching meanings to an environment can foster socialization in the stadium (James, 2001;Lee et al, 2013;Melnick, 1993). Moreover, the conclusion from Petrick's (2004) study that loyal tourists are more likely to revisit and spread (Schivinski and Dabrowski, 2015). The fact that the environmental framework exhibits explanatory power indicates the need for the investigation of other relevant behavioral constructs in the context of spectator sport.…”

Section: Discussionmentioning

confidence: 98%

The influence of stadium environment on attendance intentions in spectator sport

Cho

Lee

Pyun

2019

IJSMS

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Purpose The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the moderating effect of team loyalty. Design/methodology/approach Using latent moderated structural equations modeling, this study tested the direct impacts of stadium factors on consumers’ desire to stay and revisit intentions and the moderation effects of team loyalty based on Mehrabian and Russell’s environmental psychology behavioral model. Findings The results showed significant direct effects of team loyalty and desire to stay on revisit intentions. The stadium environment influenced desire to stay and revisit intentions only by the interactions with team loyalty. More specifically, higher loyalty led to higher desire to stay and revisit intentions, whereas fans’ positive experience of stadium environment intensified the effect. Originality/value The authors highlight the significant role of desire to stay on revisit intentions by incorporating the cognitive-affective system of human behavior. In addition, this study provides essential information for identifying the interaction effects of environmental factors and team loyalty on consumer behavior in sport settings.

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Section: Discussionmentioning

confidence: 98%

The influence of stadium environment on attendance intentions in spectator sport

Cho

Lee

Pyun

2019

IJSMS

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“…Purchase intention was measured using three items adapted from the research of Yoo, Donthu, and Lee (2000) and Shukla (2011). Finally, firm-created and usergenerated social media communication were measured using four items adopted from Mägi (2003), Tsiros, Mittal, and Ross (2004), and Schivinski and Dabrowski (2013). The complete list of items can be found in Table I of Appendix A.…”

Section: Methodsmentioning

confidence: 99%

The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

Self Cite

542

400

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Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that usergenerated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

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“…Therefore, as a result of the huge value of social media advertising and youth spending power, further research is warranted. Much research has been dedicated to social media advertising on digital platforms such as Facebook, Twitter and YouTube (Smith et al, 2012;Hudson and Hudson, 2013;Logan, 2014;Kananukul et al, 2015;Leung et al, 2015;Schivinski and Dabrowski, 2015), but there is a dearth of research on IM advertising. WhatsApp is the second most popular social media channel in SA, and is also one of the largest global IM platforms.…”

Section: Introductionmentioning

confidence: 99%

Effect of Instant Messaging Advertising on the Hierarchy‐of‐Effects Model Amid Teenagers in South Africa

Duffett

2016

E J Info Sys Dev Countries

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The rapid growth of social media has resulted in digital information and communications technology (ICT) channels for individuals, especially the youth, to connect with each other and the rest of their world. Consequently, instant messaging (IM), social network sites (SNS) and other mobile applications have become an integral part of life, as well as a daily destination for billions of young individuals, offering them a novel and instant means of communication in this interactive ICT space. The increase of social media adoption has captured the attention of marketers and consumers alike on a global scale, and with the fast changing communication environments, marketers now confront new challenges in terms of understanding consumer behavior, attitudinal responses and consumption patterns in the new millennium. However, there is a lack of research into young consumers' attitudes towards advertising on IM platforms in emerging nations. Mxit is the largest locally founded IM channel in South Africa (SA) and, hence, this inquiry examines the effect of IM (Mxit) advertising on the hierarchy-of-effect model attitude stages among teenagers in SA. The results of the investigations found favorable attitudes towards IM advertising among teenagers, which makes an important contribution to the deficiency of IM inquiry in developing economies. This study should also aid organizations and their brands to comprehend what makes teenagers develop positive attitudes as a result of IM advertising, thereby assisting with the improvement of promotion strategies on this expansive and predominantly mobile IM platform landscape in SA.

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The impact of brand communication on brand equity through Facebook

Cited by 244 publications

References 70 publications

The influence of stadium environment on attendance intentions in spectator sport

The influence of stadium environment on attendance intentions in spectator sport

The effect of social media communication on consumer perceptions of brands

Effect of Instant Messaging Advertising on the Hierarchy‐of‐Effects Model Amid Teenagers in South Africa

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