I am doing a research project but am stuck when I cannot find statements about the relationship between Brand engagaement and Brand awareness, Brand association.
Hi Hannah, the following studies may help to conceptualise:
Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767.
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research, 109, 449-460.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96.
Langaro, D., Rita, P., & de Fátima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users' participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146-168.
https://www.emerald.com/insight/content/doi/10.1108/JSM-03-2019-0106/full/html?casa_token=wZT21hjqvSQAAAAA:gcqqLuRTuHuDXgmh9x1ARa7YJas44RpXZ4AQMaTsyI4z5bpxTawHESnmCzbM_XxmigQjO-W8ffSyKi8dYk5xBhPW8G0b9Vf5emNx_xqKCEs_dHLN4ZHd
Maybe these research will help:
Social media influencers: A route to brand engagement for their followers - https://doi.org/10.1002/mar.21419
Article Bridging the online offline gap: Assessing the impact of bra...
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