KOREASCHOLAR

THE IMPACT OF SOCIAL NETWORK CHARACTERISTICS ON EMPLOYEE-BASED BRAND EQUITY

Wisker Zazli, Poulis Athanasios, Panigyrakis George, Panopoulos Anastasios
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271755
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.2175-2195
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The interaction between brand managers and his/her social networks in any firms constitute a complex social system. This study posited that the quality of the relationship between a brand manager and his/her networks is imperative in fostering the quality of internal brand management which in turns increase the employee based brand equity. The participants for the study were 124 brand managers from Dubai firms specializing in consumer goods. The quantitative data was analyzed using structural equation modeling (SEM). Network size and cost was found to affect information generation and knowledge dissemination.

Keyword
Brand managementSocial networksComplex social systemStructural equation modellingNetwork ties
Author
  • Wisker Zazli(American University Of The Middle East)
  • Poulis Athanasios(American University Of The Middle East)
  • Panigyrakis George(Athens University of Economics and Business)
  • Panopoulos Anastasios(University of Macedonia)