The influence of social media and brand equity on business-to-business marketing

被引：4
|
作者：
Fagundes, Ligia [1 ]
Gomes-e-Souza Munaier, Christian [1 ]
Crescitelli, Edson [1 ]
机构：
[1] Univ Sao Paulo, Dept FEA, Fac Econ & Adm, Sao Paulo, Brazil
来源：
REGE-REVISTA DE GESTAO | 2023年 / 30卷 / 03期
关键词：
Brand equity; Brand heritage; Social media; B2B marketing; SALES;
D O I：
10.1108/REGE-07-2021-0114
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Purpose - Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets. Design/methodology/approach - Qualitative research using cognitive maps. Findings - BH empowers BE and should be explored within B2B communications. Research limitations/implications - Brand image and other BH dimensions should be measured in next studies. Practical implications - BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions. Social implications - Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price. Originality/value - Interaction between BH, SM and BE in B2B has not been evaluated yet.
引用
收藏
页码：299 / 313
页数：15
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