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

Author

Listed:
  • Ligia Fagundes
  • Christian Gomes-e-Souza Munaier
  • Edson Crescitelli

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.

Suggested Citation

  • Ligia Fagundes & Christian Gomes-e-Souza Munaier & Edson Crescitelli, 2022. "The influence of social media and brand equity on business-to-business marketing," Revista de Gestão, Emerald Group Publishing Limited, vol. 30(3), pages 299-313, April.
    • Handle: RePEc:eme:regepp:rege-07-2021-0114
    DOI: 10.1108/REGE-07-2021-0114
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    Keywords

    Brand equity; Brand heritage; Social media; B2B marketing;
    All these keywords.

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