| Popis: |
PurposeBrand 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/approachQualitative research using cognitive maps.FindingsBH empowers BE and should be explored within B2B communications.Research limitations/implicationsBrand image and other BH dimensions should be measured in next studies.Practical implicationsBH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions.Social implicationsResearch shows marketing mix impacted, BE reinforcement and willingness to pay a premium price.Originality/valueInteraction between BH, SM and BE in B2B has not been evaluated yet. |
