Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

نویسندگان

چکیده

Purpose: Unprecedented communication features of social media noticeably reinforce the active role consumers in value co-creation (VCC) offline and online brands including media. From consumer perspective, this study examines a contribution VCC behavior to consumer-based brand equity (CBBE) consequent intention use based on Instagram as most popular platform Kazakhstan. Methodology: A web-based survey provided data from 550 users Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor (CFA), structural equation modeling (SEM) Warp PLS 7.0. Findings: With result investigation, paper develops model that explains effect continuous usage through CBBE comprising associations, loyalty perceived quality. Originality: Even though importance process is widely recognized, view with users’ participation under-investigated. However, equity’s for firm sustainability terms long-term business strategy indisputable. This research enhances theory concept empirical within modern context. Practical implications: Owners managers can conceptual grow, maintain assess their brands’ equities marketing efforts motivation activities driving brands.

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ژورنال

عنوان ژورنال: Sustainability

سال: 2022

ISSN: ['2071-1050']

DOI: https://doi.org/10.3390/su14010500