دانلود مقاله ISI انگلیسی شماره 109793
ترجمه فارسی عنوان مقاله

داده های اجتماعی فعال شده توسط فناوری برای به دست آوردن بینش نام تجاری قبل از انتشار

عنوان انگلیسی
Technology-enabled community data for gaining pre-release brand insights
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
109793 2018 10 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Technological Forecasting and Social Change, Volume 127, February 2018, Pages 217-226

ترجمه کلمات کلیدی
جامعه آنلاین، آگاهی برند، آرامش نام تجاری، ارزش ویژه برند، پیش بینی فروش،
کلمات کلیدی انگلیسی
Online community; Brand awareness; Brand favourability; Brand equity; Sales prediction;
پیش نمایش مقاله
پیش نمایش مقاله  داده های اجتماعی فعال شده توسط فناوری برای به دست آوردن بینش نام تجاری قبل از انتشار

چکیده انگلیسی

In the past, studies have investigated brand equity only in the ‘post-launch’ context, hence missing opportunities to make early corrections in cases of negative favourability. Using technology-enabled online community data, this study examines whether ‘pre-launch’ brand favourability can predict community's post-launch purchase decisions, by introducing a new construct called community-based brand equity (CoBBE). This study also investigates whether CoBBE can predict future sales of new products. Weekly data are collected for eight weeks before and after product launch from a movie-based online community for a period of 16 months. The results show that community-based variables such as pre-launch brand awareness level, brand favourability and brand strength have a significant influence on 1) community members' post-release purchase decisions both in the opening week as well as the entire lifetime of products, and 2) satisfaction level. The study also finds that CoBBE is a significant predictor of future market sales, thus showing the usefulness of CoBBE as an early warning diagnostic tool which will enable movie studios to gain early brand-related insights as well as to make early corrective actions when needed.