Name
Title | ||
|---|---|---|
Linking relationship equity to brand resonance in a social networking brand community |
Abstract | ||
|---|---|---|
•A model to link relationship equity to brand resonance and brand equity is proposed.•An online survey was conducted and structural equation modeling (SEM) was used to examine the proposed model.•This study successfully links relationship equity to brand equity in social networking brand community context.•Brand marketing activities to manage customer relationship are suggested. |
Year | DOI | Venue |
|---|---|---|
2019 | 10.1016/j.elerap.2019.100849 | Electronic Commerce Research and Applications |
Keywords | Field | DocType |
Brand equity,Brand resonance,Customer brand engagement,Relationship equity,Social networking brand community (SNBC) | Interactivity,Survey data collection,Social media,Social network,Brand community,Computer science,Brand equity,Equity (finance),Brand engagement,Marketing | Journal |
Volume | ISSN | Citations |
35 | 1567-4223 | 0 |
PageRank | References | Authors |
0.34 | 0 | 4 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Ya-Yun Cheng | 1 | 0 | 1.01 |
| Wei-Feng Tung | 2 | 0 | 0.68 |
| Ming-hsien Yang | 3 | 87 | 12.03 |
| Chang-Tang Chiang | 4 | 0 | 0.34 |