AN EXPLORATORY ANALYSIS OF BRAND EQUITY BASED ON TANGIBLE AND INTANGIBLE ATTRIBUTES ON TWEETS OF THE LARGEST WESTERN EUROPE MANUFACTURING COMPANIES

Abstract

Social networks have become a means of interaction between companies or organizations and consumers. However, few studies have dealt with the use of tangible and intangible attributes on social networks of manufacturing companies. This work deepens the concept of brand equity of European manufacturing companies through the analysis of brand engagement and electronic word-of mouth (eWOM) generated by social media posts. Firstly, tangible and intangible attributes have been identified on tweets. Secondly, it has been analysed if there is a link between tweets based on tangible and intangible attributes and number of likes (brand engagement) or retweets (eWOM). The multivariate analysis results show relationships between publications including the analysed attributes and brand equity. In contrast, eWOM is only related with tangible attributes. Conclusions are discussed.