Customer-based brand equity in a digital age: An analysis of brand associations in user-generated social media content.

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Title

Customer-based brand equity in a digital age: An analysis of brand associations in user-generated social media content.

Content partner

University of Otago

Collection

Otago University Research Archive

Description

In the academic research of branding, the construct of customer-based brand equity (CBBE) was cultivated to summarize the incremental value provided to a product or service by the brand knowledge structures or associations that exist in customer memory. These associations, when positive, generate value by facilitating customer behaviour that is favourable to the brand. Keller (1993, 2001) offered a conceptualization of CBBE which has been foundational to various areas of research in marketing...

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Format

Research paper

Research format

Scholarly text / Thesis

Thesis level

Doctoral

Date created

2020

Creator

Eusebius, Shobhit

URL

https://hdl.handle.net/10523/9882

Related subjects

Customer-based brand equity / CBBE / Text Mining / Qualitative content analysis / Social media / User-generated content / UGC / Luhmann / Keller

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