Purpose- Brand social communities (fan page) are increasingly attracting the attention of consumers intrigued by active two-way communication and up-to-date information. The purpose of this study is to compare the effects of traditional firm-created website and user-generated social media (fan page) brand communication on five consumer-based brand equity (CBBE) dimensions. Design/methodology/approach- The paper applied quantitative approach, standardized online survey and Likert scale are used to collect the effects of brand communication on brand awareness, brand association, brand perceived quality, brand trust and brand loyalty, and analyzed by using SPSS statistical analysis. Findings- The results showed that both firm-created website and user-generated fan page brand communication differentially influence brand awareness and brand association. Whereas user-generated fan page had a positive impact on brand perceived quality, brand trust and brand loyalty. Originality/value- The paper revealed the brand-buliding efforts on five CBBE dimensions, which indicate marketing specialists and brand managers to know how assess social media functions and features via two different types of brand communication to build the brand equities.
Shu-Yin Yu, Ming Chuan University, Taiwan
Stream: Media Arts Practices: Television
This paper is part of the ACAH2019 Conference Proceedings (View)
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