Artikel
Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention
The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured questionnaire. The findings show a significant positive relationship between Social Media Marketing and Brand Equity. The role of social media marketing efforts through Brand equity directly affects customer equity: The role of social media marketing efforts through Brand equity has a direct significant effect on Purchase Intention. Brand equity relates positively to customer equity. Brand equity relates positively and significantly to purchase intention. Brand equity has a significant and positive mediating effect on the relationship between marketing efforts on social media (SMMEs) and consumer equity. The study unfolds an exciting dimension that social media marketing, a hype in the haute couture and Preto Porte have a significant impact on purchase intention and Customer Equity in the Pakistani market. A more comprehensive marketing strategy has to be adopted in the Pakistani market. The Pakistani customer is more influenced to purchase haute couture by testing and trial sessions besides purchasing online. There are few online Brand communities in the Pakistani market where customers can interact with other users who share common interests and can talk about luxury brands. Theoretically, this study ascertains the customer lifetime value of luxury brands. The intense competition in luxury fashion brands also leads to strong customer equity created by Social Media Marketing.
- Sprache
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Englisch
- Erschienen in
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Journal: Amfiteatru Economic Journal ; ISSN: 2247-9104 ; Volume: 25 ; Year: 2023 ; Issue: 62 ; Pages: 265-282
- Klassifikation
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Wirtschaft
Hypothesis Testing: General
Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
- Thema
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social media marketing efforts
brand equity
purchase intention
customer equity
brand satisfaction
haute couture
structural equation modeling.
- Ereignis
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Geistige Schöpfung
- (wer)
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Ahmed, Rizwan Raheem
Zaidi, Erum Zahoor
Alam, Syed Hasnain
Streimikiene, Dalia
Parmar, Vishnu
- Ereignis
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Veröffentlichung
- (wer)
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The Bucharest University of Economic Studies
- (wo)
-
Bucharest
- (wann)
-
2023
- DOI
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doi:10.24818/EA/2023/62/265
- Handle
- Letzte Aktualisierung
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20.09.2024, 08:22 MESZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Ahmed, Rizwan Raheem
- Zaidi, Erum Zahoor
- Alam, Syed Hasnain
- Streimikiene, Dalia
- Parmar, Vishnu
- The Bucharest University of Economic Studies
Entstanden
- 2023
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