An Exploratory Study of Customer-Based Brand Equity on Facebook

The emergence of digital social networks as mass media has considerably increased the academic research interest in this area. The following is an exploratory ethnographic case study to trace the presence of the dimensions of customer-based brand equity on Facebook. This study outlines the broad scope and prospective challenges for research in this area. The study revealed that while traditional dimensions of brand equity are observed on social media websites there is also an indication that further analysis can reveal dimensions that are not covered by the current theoretical constructs of brand equity.