Research Paper
Year: 2019 | Month: September | Volume: 6 | Issue: 9 | Pages: 304-317
Influence of Brand Equity on Brand Performance: Role of Brand Reputation and Social Media
Sikander Ali Qalati1, Li Wenyuan1, GyamfiYeboah Kwabena1, Daria Erusalkina2, Sabeeh Pervaiz3
1School of Management, Department of Marketing, Jiangsu University, 301 Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, P.R. China.
2School of Finance, Department of Finance, Jiangsu University, 301 Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, P.R. China.
3School of Management, Department of Finance, Jiangsu University, 301 Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, P.R. China.
Corresponding Author: Sikander Ali Qalati
ABSTRACT
The dynamic variations in lifestyle, living standards, increasing education, and growing trend of outing in mid-nights not only welcome the multinational brands in the country. In fact, the number of local food chains also increased. This study aimed to investigate the mediating and moderating effects of brand reputation and social media. A quantitative approach was employed in the sample size of 364. The analysis was done on a structural equation model of partial least squares. Convenient random sampling was used to select the respondents. Data was collected through a field survey by using a closed-ended questionnaire from January 2019 to April 2019. The findings proved a significant link between brand equity dimensions, brand reputation, and brand performance. The statistically significant relationship noted between social media and brand performance. In addition, the significant mediation of brand reputation founded. Furthermore, the moderating effect was found negative, but statistically significant. This paper helps the executives of international as well as local brand caretakers, in the understanding of how social media providing them a competitive edge and how it influences the visibility and brand performance.
Key words: Brand Equity, Brand Awareness, Brand Association, Brand Reputation, Brand Performance, Social Media.
[PDF Full Text]