Community based brand equity as brand culture: advancing brand equity conceptualization for a connected world
Keyoor Purani () and
Krishnan Jeesha ()
Additional contact information
Keyoor Purani: Indian Institute of Management Kozhikode
Krishnan Jeesha: Amrita Vishwa Vidyapeetham
AMS Review, 2022, vol. 12, issue 1, No 7, 52-70
Abstract:
Abstract Recent studies suggest that brand awareness and brand image do not directly influence future purchases and brand knowledge alone is not sufficient for building strong brands. Keller’s reflections, particularly pointing to a small group of highly engaged customers, call for a rethink on brand equity in the light of a fast-developing digital world. Research also indicate that in a sharing economy, there is a transformation of customer identity and identification with brand communities leads to positive outcomes. While the idea of brand community has existed for almost two decades, its role in strategic brand management is not explored. With the ideas rooted in a cognitive culture and social identity, the differential effect of brand culture—the collective memory of a brand community—can be conceptualized as community-based brand equity (CommBBE). By advancing Keller’s customer-based brand equity (CBBE) model, this paper rejuvenates the idea of the memory-based differential effect of a brand. Conceptualizing CommBBE may guide practitioners in managing brand equity in a digitally connected world. It may trigger a series of studies to provide more refined measures and directions for brand building.
Keywords: Community-based brand equity (CommBBE); Brand culture; Customer-based brand equity (CBBE); Collective memory; Brand equity; Brand Community (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://link.springer.com/10.1007/s13162-020-00189-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:12:y:2022:i:1:d:10.1007_s13162-020-00189-2
Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162
DOI: 10.1007/s13162-020-00189-2
Access Statistics for this article
AMS Review is currently edited by Manjit S. Yadav
More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().