Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/346
Title: The relationship between user-generated content and brand equity development
Authors: Jiao, Minqi 
Issue Date: 2020
Source: Jiao, M. (2020). The relationship between user-generated content and brand equity development [Unpublished bachelor's thesis]. Wenzhou-Kean University.
Abstract: The purpose of this study is to find out whether gender is an important element in the relationship between user-generated content and brand equity development. I construct my questionnaire questions based on a framework for brand equity which was established by Aaker (1991). I Choose the sample data from selected business school students in Wenzhou, China. I first make sure they are online review apps users. Then they get the chance to finish the rest of our questionnaire. I provide four statements for them and all the statements were measured on a 5-point Likert scale of agreement. I fail to find gender is an important element in the statement of the perceived brand quality part. However, the other three parts (Brand Awareness, Brand Associations, Brand Loyalty) still can be regarded as strong evidence to prove my topic. The result examines that gender is a key element in the relationship between user-generated content and brand equity development.
URI: https://hdl.handle.net/20.500.12540/346
Appears in Collections:Theses and Dissertations

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