Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

Zollo, Lamberto; Filieri, Raffaele; Rialti, Riccardo; Yoon, Sukki

doi:10.1016/j.jbusres.2020.05.001

Cited by 235 publications

(231 citation statements)

References 87 publications

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“…(2018) , consumer behavior science studies state BL is dependent on brand affect and consumer satisfaction. Zollo et al. (2020) have added that in Italy, cognitive, social integrative, and personal integrative benefits determine BL.…”

Section: Literature Reviewmentioning

confidence: 99%

How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty

Chuenban

Sornsaruht

Pimdee

2021

Heliyon

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As one of the world's most valuable fish, Tuna can either be found in inexpensive tins on grocery store shelves or on high-end auction blocks destined for Japanese sashimi and sushi restaurants. Moreover, Thailand is reported to be the world's largest exporter of prepared or preserved tuna, which in 2019 contributed an estimated $2.5 billion to Thailand's exports. However, brand research is very limited for canned tuna, especially when it comes to product packaging cues, and how packaging affects a consumer's decision-making process. Therefore, this study set out to investigate which factors play the greatest role in a Thai consumer's brand loyalty (BL) for tuna fish canned products. Research teams using systematic random sampling were dispatched to five supermarkets within the Bangkok metropolitan area and collected 400 questionnaires answering items related to brand attitudes (BA), brand quality (BQ), and brand value (BV) as they related to canned tuna brand loyalty (BL). Thereafter, data analysis of the four constructs and 13 observed variables was conducted with use of LISREL 9.1, which included a confirmatory factor analysis (CFA), a goodness-of-fit (GOF) analysis along with the study's structural equation modeling (SEM). Results determined that there was a positive effect (73% R 2 ) between all the causal factors on Thai canned tuna BL. Furthermore, the factors affecting BL ranked from the greatest to the lowest were BA, BQ, and BV with total effect (TE) values of 0.85, 0.33, and 0.19, respectively. Key takeaways from the study's research seem to indicate that canned tuna is viewed by most consumers as a ‘commodity’, with product availability and convenience being of the utmost importance in product brand selection. Global fishing stocks sustainability, labor costs/practices, and dolphin free catches within the tuna industry were also determined to be important aspects within the international consumer community. Also, due to the demand for high-quality and safe tuna products, adding value has become increasingly important in satisfying consumer demands and represents an opportunity for marketplace expansion.

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Section: Literature Reviewmentioning

confidence: 99%

How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty

Chuenban

Sornsaruht

Pimdee

2021

Heliyon

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“…The study explores the impact of luxury values in online luxury purchasing context. Even though previous research had studied the impact of luxury values in the context of social media (Bazi et al, 2020;Zollo et al, 2020), there is little prior evidence related to how luxury values impact consumers' acceptance of online luxury purchasing (Brun et al, 2013;V. Jain & Schultz, 2019).…”

Section: Theoretical and Practical Implicationsmentioning

confidence: 99%

Why Do Generation Y Consumers Adopt Online Luxury Technologies: A Values Approach

Erdoğmuş

Eskiyenentürk

Arslan

2021

Australasian Marketing Journal

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This paper investigates how luxury values act as antecedents of Generation Y consumer’s adoption of online luxury purchasing technologies. Research findings based on 509 Generation Y luxury consumers in Turkey reveal that well-accepted luxury consumer values-namely functional, hedonic, social values -as well as product availability play a significant role on Generation Y consumers’ acceptance of online luxury purchasing technologies. Price consciousness value, which is an essential consumer value of online marketing, is not a significant antecedent in the model. Furthermore, the results of the study also demonstrate that perceived ease of use does not directly impact attitude toward purchasing luxury online. In that way, this research extends the technology acceptance model for online luxury purchasing. Based on the findings, key theoretical and practical implications are explored and discussed.

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“…Naskar et al [20] also agree with this opinion. The research of Zollo et al [21] and Gratiela [22] demonstrates that cognitive, personal integration, and social integration benefits mediate the relationship between the marketing impact of social media advertising and consumer brand awareness. Zollo et al [21] also declare that emotional brand experiences can also help strengthen customer loyalty.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The research of Zollo et al [21] and Gratiela [22] demonstrates that cognitive, personal integration, and social integration benefits mediate the relationship between the marketing impact of social media advertising and consumer brand awareness. Zollo et al [21] also declare that emotional brand experiences can also help strengthen customer loyalty. It is possible to agree with the above statement, as advertisements with an emotional appeal can also affect the overall loyalty to the brand.…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal

et al. 2020

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The correlation and perception of advertising on adolescents have been shown to be a key factor in the survival of subjective emotional states. In this research, we map the affective level in relation to emotions in the context of assessing the marketing advertisement “Man on the Moon” by John Lewis company. We assess how an emotional appeal affects adolescents in various areas of the Slovak Republic, following several crucial demographic features of respondents. We examined the affective level by means of a psychodiagnostic tool in the form of a standardized tool of the scale of subjective emotional habitual well-being. To measure the emotional component of subjective well-being, we used descriptive words that expressed experienced emotions and feelings. From the collected data, we determined the frequency of positive and negative mood and verified the dependence between the variable region and emotion. We used Pearson’s chi-square test. When evaluating the data, we found dependencies between the categorical variable region and emotion. We did not find a relationship between the variable gender and emotion. The geographical division within the national market has an impact on the experience of positive and negative emotions when looking at advertising with an emotional appeal to the story.

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Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

Cited by 235 publications

References 87 publications

How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty

How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty

Why Do Generation Y Consumers Adopt Online Luxury Technologies: A Values Approach

Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal

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