Search results

Abstract

Purpose

Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets.

Design/methodology/approach

Qualitative research using cognitive maps.

Findings

BH empowers BE and should be explored within B2B communications.

Research limitations/implications

Brand image and other BH dimensions should be measured in next studies.

Practical implications

BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions.

Social implications

Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price.

Originality/value

Interaction between BH, SM and BE in B2B has not been evaluated yet.