The International Journal of Professional Management - ISSN 20422341
A Study on Enhancing Consumer-Based Brand Equity in the Context of Facebook Marketing: A Case of Han Ideal Trading Ltd. (HIT) in Myanmar
Volume 16, Issue 4, 2021
Dr. Su Hla Han
DBA candidate (IPE management school, Pole Paris Alternance), MBA, Melbourne University,
M.B.B.S, University of Medicine (1), Yangon, Myanmar.
shlahan@gmail.com
William CHUA
PhD (Management) (MMU), MBA (Henley/ Brunel Univ), BSc (Maths/Ed) (USM), MMIM, MIIKM, Honorary Fellow (IPMA, UK), Professor and Doctoral Supervisor, IPE Management School, Pole Paris Alternance
Abstract
This research focuses on enhancing consumer-based brand equity (CBBE) in the context of Facebook marketing. In this research, the determinants of brand equity include the service quality, firm-generated contents (FGC) and user-generated contents (UGC) of Facebook marketing. The intermediate role of brand experience between service quality and Facebook marketing, and CBBE and repurchase intention as an outcome of CBBE are also studied. The context is a Myanmar-owned, cosmetic product importing and marketing company named Han Ideal Trading Limited (HITL). This research uses a structured questionnaire survey as quantitative research, and focus-group interviews as qualitative research. The number of samples for the quantitative survey will be 400 and that of the qualitative survey will be 10. The research findings offer the understanding of the interrelationships among service quality, Facebook marketing (FGC and UGC), brand experience; CBBE and repurchase intention, specifically in the context of HITL and the cosmetic industry. This will enhance the brand the effectiveness of Facebook marketing campaigns and activities in enhancing the brand experience, CBBE and repurchase intention. This will ultimately enhance the long-term success of the company.
Key Words: Facebook Marketing, Service Quality, Brand Experience, Consumer-based brand equity, Repurchase Intention, Cosmetic Industry
Abbreviations:
HITL - Han Ideal Trading Company;
FGC - Firm-Generated Contents;
UGC - User-Generated Contents;
CBBE - Consumer-Based Brand Equity
MSMEs - Micro, Small and Medium Enterprises
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