Title

S NO

Kim, HaeJung. "The

dimensionality of fashionbrand experience: Aligning
consumer-based brand equity
approach." Journal of Fashion
Marketing and Management:
An International Journal 16.4
(2012): 418-441.

Year

Author

2009

HaeJung Kim

Dwivedi, Abhishek, Lester W.

Johnson, and Robert E. McDonald.
"Celebrity endorsement, self-brand
connection and consumer-based
brand equity." Journal of Product &
Brand Management 24.5 (2015):
449-461.

2015

Abhishek Dwivedi,
Lester W. Johnson,
Robert E. McDonald

Frady, David. "Millennials' Personal

Connection with Brands via Social
Media Tools." (2016).

2016

DAVID FRADY

Golant, Benjamin D. "Bringing the

corporate brand to life: The brand
manager as practical author."
Journal of Brand Management 20.2
(2012): 115-127.

2012

Benjamin D.
Golant

Benoit-Moreau, Florence, and

Batrice Parguel. "Building brand
equity with environmental
communication: an empirical
investigation in France." EuroMed
Journal of Business 6.1 (2011): 100116.

2011

Florence BenoitMoreau, Be atrice

Parguel

Hatch, Mary Jo, and Majken Schultz.

"Toward a theory of brand cocreation with implications for brand
governance1." Journal of Brand
Management 17.8 (2010): 590-604.

2010

Mary Jo
Majken

Hatch,
Schultz

Kim, Angella J. Power of consumers:

Examining the influence of brandrelated user-generated content on
consumer response. Diss.
UNIVERSITY OF MINNESOTA,
2014.

Zhang, Mimi, Bernard J. Jansen, and

Abdur Chowdhury. "Business
engagement on Twitter: a path
analysis." Electronic Markets 21.3
(2011): 161-175.

2014

ANGELLA J. KIM

2011

Mimi Zhang &

Bernard J. Jansen &
Abdur Chowdhury

Type of
Paper

Context

Objective

Theory

Research
Paper

First, it examines the

relation between brand
awareness and market
outcome. Second, it
Understandin explores the relation
g
between brand awareness
multifaceted and brand equity. Finally, it
fashioninvestigates the effects of
brand
marketing mix elements on Confirmatory
experience brand awareness.
factor analysis

Research
Paper

The purpose of this paper

is to examine the impact of
celebrity endorser
credibility on consumer
self-brand connection and
endorsed brand equity. A
conceptual model is
celebrity
developed, positioning
endorser
consumer self-brand
credibility on connections as a partial
consumer
mediator of the effect of
Associativeself brand
endorser credibility on
network
connection
endorsed brand equity.
memory theory

The purpose of this thesis

is to examine the
relationship between
Millennials engagement
Brand
with brands on social
Engagement media outlets and the
Conceptual between
relationship they have with
paper
millennials. brands they interact with.

Research
Paper

This article addresses one

of the major issues for
brand management: how
to persuade employees to
adopt corporate brand
values as their own and
live the brand as an
Employees authentic expression of
corporate
their personal and
brand values collective identity.

Research
paper

Using Kellers brand equity

framework, the purpose of
this paper is to investigate
the impact of the firms
environmental
communication on brand
equity, and specifically its
impact on brand image,
Experimental through the strength and
design of
favourability of brand
Kellers brand
165 french
environmental
equity
consumers
associations.
framework

Research
Paper

To relate these elements to

the phenomenon of
branding,
extending the building
block framework, using the
Brand
marketing concepts of
communities brand
for cocommunity and brand cocreation
creation.

Research
Paper

1) investigate whether
brand-related UGC act as
stimuli to activate
consumer response in
relation to brands, 2)
examine the process by
which brand-related UGC
influences
Studying 18 consumer behavior via
year old fb
emotional and cognitive
users
responses, and

Research
Paper

To examine the potential

influences of business
engagement in online
wordof-mouth
communication on the
level of consumers
Examining
engagement and
twitter users investigated the
for onlinetrajectories of a business
word-ofonline word-of-mouth
mouth
message diffusion in the
participation Twitter community

S-O-R
consumer
response
theory

Variables

Customer-based brand
equity, Fashion-brand
experience, Brand equity,
Customers, Fashion
industry

Country

South Korea

Methodology, Approach
and Design

Based on three studies

conducted in South Korea,
the fashionbrand experience
scale was validated.
Confirmatory factor analysis
and structural equation
modeling revealed that the
scale consisted of brand
awareness, brand
performance, brand imagery.

SEM, Moderation, Celebrity

endorsement, Brand
equity, Self-brand
connection
USA

A cross-sectional survey of
382 consumers of sports
drinks in the USA was
conducted to estimate the
conceptual model. Stimuli,
devised on the basis of a pretest, involved celebrity
brand pairings in the context
of the US non-aseptic sports
drinks industry. Structural
equation modeling is used as
the analytic tool.

brand, Facebook,
marketing, Millennial,
public relations, Social
Media

The measurement tool

utilized for this survey was
Bruning and Galloways
OrganizationPublic
Relationship Scale. The
survey was administered via
Qualtrics, an online survey
tool used to quickly and
easily collect surveys.

Tallahassee,
Florida

employer branding ,
employee engagement,
identity work , practical
authorship

Corporate
communications,
Corporate social
responsibility, Brand
equity, Consumer
behaviour

brand governance , cocreation, company /

stakeholder
engagement,
organizational selfdisclosure

Global
Context

The research site selected for

exploration of the corporate
brand.In total, 26
semistructured interviews
were conducted, each lasting
for 45 90 min, which were
audiorecorded and then
subsequently fully
transcribed. In total, this
produced 150 000 words of
text for analysis.
feelings

France

A between-subjects
experimental design tests
the hypotheses with a
generalisable sample of 165
French consumers.

To use data from a

longitudinal case study of
the LEGO Group and its
brand community LUGNET to
derive propositions from
our marketing-based
reframing of co-creation.
Denmark

Information Quality,
Information Pass-along ,
Impulse Buying

Data were collected from

individuals participating in
consumer panels (n = 533)
managed by a marketing
research company.
Participants also completed a
questionnaire containing
measures of emotional,
cognitive, and behavioral
United States responses.

Twitter.Social network.
Electronic word-ofmouth.Advertising.
Information diffusion
USA

Collected tweets from both

businesses and consumers
as well as the follower and
following information of the
businesses. We performed
path analyses to investigate
the relationship between all
variables

Results

Remarks

Fashion-brand experience
highlights the robust affective
dimension that is created via the
relational extension of brand
imagery, customer feelings, and
customer-brand resonance. In
addition, as a condition
necessary for affective
experience, the cognitive brand
judgment is created by a
credible opinion related to brand
performance

Structural relationships
among six dimensions
of brand experience
may vary when different
product categories and
brands are compared.

We demonstrate that
celebrity endorsers are
The research model is
instrumental in
empirically supported. Celebrity influencing consumers
endorsements impact endorsed self-brand connection as
brand equity via two pathways. we explicate that the
First, a direct effect of endorser effects of celebrity
credibility on endorsed brand
endorsers on the two
equity was observed, which is
outcomes are
positively moderated by the
contingent upon the
degree of consumer-perceived
degree of endorser
endorserbrand congruence.
brand congruence.

Millenials are consuming media.

The bad news is, according to
this survey, most are not
currently being motivated to
read and share those messages
they are exposed to. Some of
these tools track how much
Facebook users are talking about
brands on their own, while
others track how much of a
brands messaging is being
shared.

This study builds on the

current body of
knowledge in the
marketing and public
relations fields by
providing specific
information about the
way Millenials interact
with brands on social
media outlets.

This article extends our

understanding of how
organisational participants can
be persuaded to offer an
authentic performance of
corporate brand values through
dialogue between managers and
employees

The need for new

corporate branding is
evident in confl ict or
confusion over the core
organisational values
and their relevance for
work identities.

Despite existing
research on corporate
social responsibility
Environmental communication (CSR), no studies focus
positively influences the strength on the specific impact of
and favourability of brand
CSR communication on
environmental associations,
brand equity. The paper
therefore improving brand
provides initial empirical
equity. Two moderators reinforce evidence about the
the impact of environmental
positive effect of
communication on brand equity environmental claims on
through the strength of brand
customer-based brand
environmental associations
equity.

The work suggests for

brand management and
Findings suggest a simplifi ed
brand governance,
model based on the dimensions including the
of company / stakeholder
possibility that brands
engagement and
may allow society to
organizational self-disclosure,
regain control over
which we recommend as central massive international
concerns to the
corporations lost during
developing theory of brand co- the recent period of
creation.
globalization.

Both emotional and

cognitive responses
Brand-related UGC were
examined significantly
informational stimuli that
influenced behavioral
activated consumers
responses. Thus,
emotional and cognitive
information pass-along,
responses (i.e., pleasure,
impulse buying, futureperceived information quality). purchase intention, and
The eWOM source characteristic brand
(i.e., homophily) moderated the engagement were
relationships between brandbehavioral responses
related UGC and emotional and stimulated by brandcognitive responses.
related UGC

Retweeting as a way to
show consumers
response to business
engagement indicates
We concluded that the business that the influence only
engagement on Twitter relates
reaches consumers with
directly to consumers
a second-degree
engagement with online wordof- relationship to the
mouth communication
business.