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

Ligia Fagundes, Christian Gomes-e-Souza Munaier and Edson Crescitelli

Revista de Gestão, 2022, vol. 30, issue 3, 299-313

Abstract: 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.

Keywords: Brand equity; Brand heritage; Social media; B2B marketing (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eme:regepp:rege-07-2021-0114

DOI: 10.1108/REGE-07-2021-0114

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