The influence of social media and brand equity on business-tobusiness marketing
DOI:
https://doi.org/10.1108/REGE-07-2021-0114Keywords:
Brand equity, Brand heritage, Social media, B2B marketingAbstract
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.
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