The influence of historical nostalgia on a heritage destination's brand authenticity, brand attachment, and brand equity

2021 ◽  
Author(s):  
Xiaohua Chen ◽  
Eun Sue You ◽  
Timothy J. Lee ◽  
Xiubai Li
Keyword(s):  
Brand Equity ◽  
Brand Attachment ◽  
Brand Authenticity

scholarly journals Sharing is entertaining: the impact of consumer values on video sharing and brand equity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gustavo Quiroga Souki ◽  
Flavia Braga Chinelato ◽  
Cid Gonçalves Filho
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Social Value ◽  
Equation Modeling ◽  
Interactive Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
Video Sharing ◽  
Entertainment Value ◽  
The Impact

PurposeThe study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity.Design/methodology/approachA survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model.FindingsThe entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity.Practical implicationsEntertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs.Originality/valueThis research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.

scholarly journals The Role of Brand Authenticity on Brand Equity of Football Clubs with the Mediating Role of Brand Personality

2021 ◽  
Vol 9 (2) ◽  
pp. 0-0
Author(s):  
Akbar Mohammadi Argi ◽  
Mohammad Ehsani ◽  
Rasoul Norouzi Seyed Hossini ◽  
Marjan Saffari ◽  
◽  
...  
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Brand Authenticity ◽  
Mediating Role ◽  
Football Clubs
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