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

Sadyk D. Islam D.M.Z.
January-1 2022 MDPI

Sustainability (Switzerland)
2022 #14 Issue 1

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

Brand loyalty , Brand perceived quality , Social media consumer-based brand equity , Usage intention , Value co-creation

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The Department of Management and Marketing, Bang College of Business, KIMEP University, Almaty, 050010, Kazakhstan
Plymouth Business School, University of Plymouth, Drake Circus, Plymouth, PL4 8AA, United Kingdom

The Department of Management and Marketing
Plymouth Business School

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