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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Social Media Characteristics, Customer Relationship and Brand Equity

Author(s): Chieh-Min Chou

Citation: Chieh-Min Chou, (2014) "Social Media Characteristics, Customer Relationship and Brand Equity," Journal of Applied Business and Economics, Vol. 16, Iss. 1, pp. 128-139

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study adopted a customer-centric relationship perspective to investigate the influence path from
social media characteristics to brand equity. 177 observations were collected from a professional
marketing community in Taiwan for hypotheses test. Research results show that brand equity is
significantly enhanced by a stronger online community customer relationship which is strengthened by
social media knowledge sharing mechanism and platform quality. This study re-confirms the effects of
customer-centric brand community integration on brand equity in online context and suggests that
managers should consider the contingent effects in terms of social media characteristic-industry-fit when
employing online brand community to enhance brand equity.