Abstract
The current study aims to explore the influence of value co-creation on brand equity in a Saudi Arabia context. An attempt to illustrate the factors influencing brand equity from a consumer's perspectives as a result of changing customer's interests and lifestyle. Consumer's co-creation of value is powerful in understanding consumer behavior at its impact on brand equity. This paper has made an applied attempt in Saudi Arabia to study the mediation effect of positive e-WOM on value co-creation and brand equity, which adds to the knowledge line in the digital marketing discipline.
Highlights
Building strong brands is considered as important phenomena
Respondents with income ranging between 20,001-30000 RS account for 17.9% of the sample, while respondents with income of 10,000 RS or less account for 23.9% of the sample, followed by respondents with income ranging between 10,001 -20,000 RS with a percentage of 27.9%, while 30.2% of the respondents' income was 30,001 RS or more. 44.9% of the respondents were from the age group of 20-30 years old, 27.2 % were from the age group of 31-40 years old, and 13.6% were under 20 years old. 190 of the respondents hold a Bachelor's degree while 63 finished high school
The results show that E-WOM does not mediate the relationship between value co-creation and brand equity
Summary
Building strong brands is considered as important phenomena. Both academics and practitioners gave brand building a huge attention. Having a strong brand with a positive brand equity will provide more powerful communications (Netemeyer et al, 2004; Buil et al, 2008, 2013). The use of the Internet through the different social media platforms has enabled its users to see each other, hear each other and share their interests. This new way of connection is changing the way people communicate
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