ManuScript Details
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Paper Id:
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IJARW2995
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Title:
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CO-CREATED BRAND EQUITY IN SOCIAL COMMERCE: A CONCEPTUAL MODEL OF INFLUENCER–FIRM COLLABORATION, LOYALTY AND CONTINUANCE INTENTION IN VIETNAM
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 7 Issue 10 |
| Pages: |
10
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| Published On: |
4/12/2026 8:48:48 PM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nguyen Thi Hong Hanh |
| Institute: |
Thuy Loi University Branch, Vietnam |
Co - Author Details
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Author Institute |
Abstract
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Research Area:
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marketing |
| KeyWord: |
social commerce; influencer marketing; co-created brand equity; loyalty; continuance intention; Vietnam. |
| Abstract: |
This paper develops a qualitative, theory-building article on co-created brand equity in social commerce, with a particular focus on Vietnam. Rather than treating brand equity as an outcome generated solely by the firm, the paper argues that in creator-led social commerce environments, brand value is increasingly co-produced by firms, influencers, and consumers through continuous interaction, symbolic alignment, and platform-based engagement. Drawing on a qualitative synthesis of prior studies from influencer marketing, social commerce, customer brand engagement, and brand equity research, the article proposes an integrated conceptual model in which influencer credibility, influencer–brand fit, influencer authenticity, firm brand equity base, and digital brand experience shape co-created consumer brand equity (CCBE). CCBE is then expected to strengthen brand trust, perceived value, and emotional attachment, which subsequently drive brand loyalty and continuance intention. The model also proposes that skepticism toward sponsored content weakens the positive effect of brand trust on continuance intention. The study contributes to the literature in three ways. First, it reconceptualizes brand equity for social commerce by locating value creation at the intersection of firm signals and influencer signals. Second, it shifts the discussion from short-term purchase intention to long-term relational outcomes. Third, it offers a theoretically grounded platform for future empirical studies in Vietnam and other emerging digital markets. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Nguyen Thi Hong Hanh, "CO-CREATED BRAND EQUITY IN SOCIAL COMMERCE: A CONCEPTUAL MODEL OF INFLUENCER–FIRM COLLABORATION, LOYALTY AND CONTINUANCE INTENTION IN VIETNAM", International Journal Of All Research Writings,
vol. 7, no. 10, pp. 101-110, 2026.
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MLA
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Nguyen Thi Hong Hanh "CO-CREATED BRAND EQUITY IN SOCIAL COMMERCE: A CONCEPTUAL MODEL OF INFLUENCER–FIRM COLLABORATION, LOYALTY AND CONTINUANCE INTENTION IN VIETNAM." International Journal Of All Research Writings,
vol 7, no. 10, 2026, pp. 101-110.
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APA
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Nguyen Thi Hong Hanh (2026). CO-CREATED BRAND EQUITY IN SOCIAL COMMERCE: A CONCEPTUAL MODEL OF INFLUENCER–FIRM COLLABORATION, LOYALTY AND CONTINUANCE INTENTION IN VIETNAM. International Journal Of All Research Writings,
7(10), 101-110.
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CO-CREATED BRAND EQUITY IN SOCIAL COMMERCE: A CONCEPTUAL MODEL OF INFLUENCER–FIRM COLLABORATION, LOYALTY AND CONTINUANCE INTENTION IN VIETNAM
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CO-CREATED BRAND EQUITY IN SOCIAL COMMERCE: A CONCEPTUAL MODEL OF INFLUENCER–FIRM COLLABORATION, LOYALTY AND CONTINUANCE INTENTION IN VIETNAM
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