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User-generated images and its impact on consumer-based brand equity and on purchase intention

Abstrakt

Researchers and brand managers have limited knowledge of the effects that different types of user-generated content (UGC) have on consumers’ perception of brands and behavior. In this study we investigated 301 authors of a specific category of UGC, i.e., user-generated images (UGI) on a social networking site to confirm the relationships of four drivers reported in literature (co-creation, empowerment, community, and self-concept) to the consumers involvement with UGI, and consequently how it impacts consumer-based brand equity and purchase intention. When analyzing the data, we applied the structural equation modeling technique with Mplus software. The results of the empirical study showed that from the four drivers, only the perception of community influenced the consumers’ involvement with the creation of brand-related images. Subsequently, the consumers’ involvement with UGI directly affected both brand equity and brand purchase intention. User-generated images and its impact on consumer-based brand equity and on purchase intention.

Informacje szczegółowe

Kategoria:
Publikacja w czasopiśmie
Typ:
artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
Opublikowano w:
Logistyka strony 1054 - 1061,
ISSN: 1231-5478
Język:
angielski
Rok wydania:
2015
Opis bibliograficzny:
Schivinski B., Łukasik P., Dąbrowski D.: User-generated images and its impact on consumer-based brand equity and on purchase intention// Logistyka. -., nr. 2 (2015), s.1054-1061
Weryfikacja:
Politechnika Gdańska

wyświetlono 13 razy

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