Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry. Issue 5 (4th July 2019)

• Record Type: Journal Article
• Authors: Raji, Ridwan Adetunji; Mohd Rashid, Sabrina; Mohd Ishak, Sobhi
• Is Part Of: Journal of marketing communications. Volume 25:Issue 5(2019)
• Page Start: 511
• Page End: 534
• Publication Date: 2019-07-04
• Subjects: Consumer-based brand equity -- social media communications -- automotive brands; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2018.1455066
• Languages: English
• ISSNs: 1352-7266

Abstract

Abstract: Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a multidimensional construct which reflects both consumers' perceptions and attitudes. However, only few of the extant CBBE models emanate from the context of automotive brands. As such, this present study employs a qualitative approach using a semi-structured face-to-face interview among 11 informants, to explore the concept of CBBE in the context of automotive brands. Also, this study explores the role of social media communications in developing CBBE for automotive brands. The findings of this research demonstrate that CBBE is a valid concept which reflects consumers' perception and mindset towards their knowledge, which are reflected through brand awareness, hedonic brand image, functional brand image, and brand sustainability of automotive brands. Additionally, the marketing activities and communication contents on social media play an important role in improving the perception of automotive brands in consumers' minds, hence the development of automotive CBBE. The theoretical implications of these research findings are that this study provides an insight into the feasibility of developing a specific CBBE model for automotive brands. Practically, this study presents insights for brand manager on the importance of developing CBBE through social media communications.