Abstract
As consumers are increasingly online and social, they also increasingly value brands that interact with them and create personalized relationships with them. We propose social-relational capability in marketing as an ability to build and maintain relationships, which generate value for consumer communities on social media and enhance the customer-based brand equity. Prior research has been fragmented and more research focusing on the development of social-relational capability is needed to develop a better understanding of the social networks of brands and consumers. By examining the effects of consumer-level, brand-level, and consumer-brand dyadic level antecedents on the development of the social-relational capability of a brand we advance existing literature on marketing using perspectives from social network theory, resource-based view, and dynamic capabilities theory. The findings have implications for both consumers and managers in maintaining long-lasting beneficial relationships. The results revealed that social-relational capability enables a brand to strengthen brand equity. The integration of different social media and relational resources allows brands to develop three distinct dimensions of social-relational capability, which enhance brand equity.
Original language | English (US) |
---|---|
Pages (from-to) | 73-103 |
Number of pages | 31 |
Journal | International Review of Retail, Distribution and Consumer Research |
Volume | 34 |
Issue number | 1 |
DOIs | |
State | Published - 2024 |
Keywords
- Consumer relationships
- consumer-based brand equity
- ethical values
- reputation
- social-relational capability
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing