Title: What if brand equity was alive? Proposal of a dynamic measure through social networks

Authors: Alexandre Clément; Élisabeth Robinot; Léo Trespeuch

Addresses: École des Sciences de Gestion de l'Université du Québec à Montréal (ESG UQAM), 320, Rue Sainte-Catherine Est, Montréal, QC, H2X 3X2, Canada ' École des Sciences de Gestion de l'Université du Québec à Montréal (ESG UQAM), 320, Rue Sainte-Catherine Est, Montréal, QC, H2X 3X2, Canada ' École de Gestion de l'Université du Québec à Trois-Rivières (ESG UQTR), 3351, Boulevard des Forges, Trois-Rivières, QC, G9A 5H7, Canada

Abstract: There are two significant trends in the literature regarding evaluating a company's brand equity: the financial approach and the customer-based brand equity. However, the findings point out that the 'financial' approach is incomplete, and the 'consumer' method is difficult to generalise for a population. A new living conceptualisation of brand equity and its measure to address these shortcomings are proposed. More than 4,500,000 tweets from 23 companies that make up the Dow Jones Index have been collected daily over three months. The results show that a new approach based on social media to measure brand equity correlates with the different rankings of brands carried out by marketing agencies. Some indicators also significantly correlate with the company's stock market performance. As a result, a new valid measure of a brand's equity based on social media was born, covering both the consumer and financial perspectives simultaneously.

Keywords: brand equity; measurement; social network; stock market; brand valuation; notoriety.

DOI: 10.1504/IJIMA.2023.133318

International Journal of Internet Marketing and Advertising, 2023 Vol.19 No.3/4, pp.369 - 387

Received: 02 Aug 2022
Accepted: 06 Jan 2023
Published online: 12 Sep 2023 *