Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry

TLDR

CBBE is a multidimensional construct reflecting consumer perceptions and attitudes, yet few existing models are tailored to automotive brands. The study aims to explore automotive CBBE and the role of social media communications through qualitative interviews with 11 informants. The authors conducted semi‑structured face‑to‑face interviews with 11 informants to investigate automotive CBBE and social media’s influence. The study confirms that automotive CBBE is valid, comprising brand awareness, hedonic and functional images, and sustainability, and that social media marketing enhances consumer perception, supporting the feasibility of a tailored CBBE model and offering brand managers actionable insights.

Abstract

Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a multidimensional construct which reflects both consumers’ perceptions and attitudes. However, only few of the extant CBBE models emanate from the context of automotive brands. As such, this present study employs a qualitative approach using a semi-structured face-to-face interview among 11 informants, to explore the concept of CBBE in the context of automotive brands. Also, this study explores the role of social media communications in developing CBBE for automotive brands. The findings of this research demonstrate that CBBE is a valid concept which reflects consumers’ perception and mindset towards their knowledge, which are reflected through brand awareness, hedonic brand image, functional brand image, and brand sustainability of automotive brands. Additionally, the marketing activities and communication contents on social media play an important role in improving the perception of automotive brands in consumers’ minds, hence the development of automotive CBBE. The theoretical implications of these research findings are that this study provides an insight into the feasibility of developing a specific CBBE model for automotive brands. Practically, this study presents insights for brand manager on the importance of developing CBBE through social media communications.