What if brand equity was alive? Proposal of a dynamic measure through social networks

Alexandre Clément, Élisabeth Robinot and Léo Trespeuch

International Journal of Internet Marketing and Advertising, 2023, vol. 19, issue 3/4, 369-387

Abstract: There are two significant trends in the literature regarding evaluating a company's brand equity: the financial approach and the customer-based brand equity. However, the findings point out that the 'financial' approach is incomplete, and the 'consumer' method is difficult to generalise for a population. A new living conceptualisation of brand equity and its measure to address these shortcomings are proposed. More than 4,500,000 tweets from 23 companies that make up the Dow Jones Index have been collected daily over three months. The results show that a new approach based on social media to measure brand equity correlates with the different rankings of brands carried out by marketing agencies. Some indicators also significantly correlate with the company's stock market performance. As a result, a new valid measure of a brand's equity based on social media was born, covering both the consumer and financial perspectives simultaneously.

Keywords: brand equity; measurement; social network; stock market; brand valuation; notoriety. (search for similar items in EconPapers)
Date: 2023
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