Documento de conferencia

The role of brand knowledge in the creation of customer capital

Conference Proceeding cp
Proceedings of the European Conference on Knowledge Management, ECKM
  • Volumen: 3
  • Fecha: 01 enero 2014
  • Páginas: 1283-1290
  • ISSN: 20488971 20488963
  • ISBN: 9781910309346
  • Tipo de fuente: Ponencia
  • Tipo de documento: Documento de conferencia
  • Editorial: Academic Conferences Limited
This paper aims to identify the role played by brand knowledge in the process of creating customer capital. The paper focuses on the brand knowledge that customers develop in the context of social networking sites (SNS) and its effect on customer capital. We suggest that the process of learning from SNS can be split into two sub-processes (informational and instrumental value) which involve the integration of existing information with newly instrumental value. Since the fact that knowledge in organizations is embodied in the concept of the learning organization, customers may create brand knowledge as a consequence of these two learning facilitators. On one hand, customers who perceive informational and instrumental value at SNS develop beliefs relating to common frames of reference, norms, and symbols. On the other hand, it is often stated that perceived informational and instrumental value motivate, sustain or enhance learning. Therefore, such enablers facilitate the individual's ability to create brand knowledge. It is also likely that the development of brand knowledge will also facilitate the combining of new knowledge with existing knowledge that has been embedded in the marketing channels by organizations (and, by extension, enhance customer capital). Our study analyses these effects through an empirical investigation of 259 users of SNS. The methodology involves the construction and analysis of a structural equation model from a review of the relevant literature and the results confirm the need of using SNS as a knowledge management tool.

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