Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


Brand Equity and Virality: An Integrative Model
(A2021-94478)

Published: May 25, 2021

AUTHORS

Mike Nguyen, University of Missouri; Detelina Marinova, University of Missouri

ABSTRACT

Virality and brand equity are two seemingly unrelated and even opposite constructs. However, they can be cast in a new light, as embedded in a simultaneous and perpetual process. This paper conceptualizes the dynamic flow between brand equity and its virality, and offers applications for established firms and startups to utilize their assets. More specifically, this simultaneity is based on their shared elements: social currency (brand identity/ image), observability (awareness), accessibility (brand prominence), emotions, and narratives.