Influencing COBRAs: the effects of brand equity on the consumer’s propensity to engage with brand-related content on social media

@article{Schivinski2019InfluencingCT,
  title={Influencing COBRAs: the effects of brand equity on the consumer’s propensity to engage with brand-related content on social media},
  author={Bruno Schivinski and Daniel G. Muntinga and Halley M. Pontes and Przemyslaw Lukasik},
  journal={Journal of Strategic Marketing},
  year={2019},
  volume={29},
  pages={1 - 23}
}
ABSTRACT This research examines whether perceptions of brand equity influence consumers’ propensity to engage with brand-related content on social media. By combining two frameworks: consumer-based brand equity (CBBE) and consumers’ online brand-related activities (COBRAs) we develop two conceptual models and empirically test their validity. Using survey data from respondents across a range of brands, we estimate conceptual models from both a macro- and a micro-relationship perspective. From… 
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