Cultural differences in social networking site use : a comparative study of the Netherlands and Hong Kong : brand resonance : an outcome using Facebook and Weibo?

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Cultural Differences in Social Networking Site Use:

A Comparative Study of The Netherlands and Hong Kong

Brand Resonance: an Outcome using Facebook and Weibo?

Bachelor Thesis Business Studies

Programme Economics and Business

Caman Wong – 10243380

First Supervisor - Drs. A.C.J. Meulemans

Second Supervisor - Prof. Dr. J. Tettero

28 July 2014

UNIVERSITEIT VAN AMSTERDAM

Amsterdam Business School

Faculty of Economics and Business

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Abstract

Building a strong brand is essential in fast growing industries. The amount of exposure of social media gives brands the opportunity to create new channels to interact with customers. Marketers need to build strong and meaningful brands not only to be competitive but also to create value, and to achieve brand resonance with customers. Each culture has different expectations of brands. This study uses the Brand Resonance Pyramid of Kotler & Keller and the six Cultural Dimensions by Hofstede in order to explain different facets of brand resonance or brand loyalty in two different cultures. A survey method is conducted which measures the essential factors of brand resonance in The Netherlands and Hong Kong using Facebook and Weibo as their main online platform. This study helps managers to develop clear and rich knowledge structure in consumers’ memories by putting focus on important factors of brand resonance.

Cultural Differences in Social Networking Site Use: A Comparative Study of The Netherlands and Hong Kong

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Content

1. Introduction 5

2. Literature Review 7

2.1 Social Media 7

2.1.1 Social Networking Services (SNSs) and Branding 7

2.1.2 Facebook 8

2.1.3 Weibo 9

2.2 Hofstede’s Cultural Dimensions 11

2.2.1 Power Distance 12

2.2.2 Individualism versus Collectivism 12

2.2.3 Masculinity versus Femininity 13

2.2.4 Uncertainty Avoidance 13

2.2.5 Pragmatic versus Normative 13

2.2.6 Indulgence versus Restraint 14

2.3 Brand Resonance Pyramid 14

3. Method 18

3.1 Design and Sample 18

3.2 Measurements 19

3.3 Procedure 19

3.4 Analyses and Predictions 20

4. Results 21

4.1 Descriptives Statistics 21

4.2 Study 1: Dutch Survey 22

4.2.1 Exploratory Factor Analysis & Reliability 22

4.2.2 Correlation Analysis 24

4.2.3 Regression Analysis 25

4.3 Study 2: Chinese Survey 26

Cultural Differences in Social Networking Site Use:

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4.3.1 Exploratory Factor Analysis & Reliability 26 4.3.2 Correlation Analysis 28 4.3.3 Regression Analysis 29 4.4 Conceptual Models 30 4.5 Additional Findings 30 5. Discussion 33 5.1 Addressing Hypotheses 33

5.2 Hofstede’s Cultural Aspects 33

5.3 Demographical Differences 34

5.3.1 Information Sources 35

5.3.2 High Street versus High-end Brands 35

5.4 Limitations and Further Research 36

Contributions and Further Research 37

5.5 Conclusions 37

References 39

Appendices 41

Profile of Respondents 41

Questionnaire 42

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1. Introduction

Given the amount of exposure social media has nowadays, it seems that a new communication

landscape has emerged. New York times has appointed its first social media editor in 2009 (Anderson, 2009); American politician and the 42nd President of the United States, Bill Clinton, is on Twitter with 1.77 million followers; and Pope Francis throws his influence behind the ideas that social media can be ‘one of the means to unite the world and perhaps rectify the gap between rich and poor’ (Pope Francis, 2014). Companies try to create customer awareness towards their brands by using phrases, such as ‘find us on Facebook’ on packaging of their products, while numerous commercial products include the QR code. Brands are highly valuable assets for firms. Managers aim to establish strong brands with a clear and rich knowledge structure in consumers’ memories by using appealing forms of different types of social media.

Effort in social integration by companies has shown an increase in social networking users’ purchase intention for deals recommend by online social friends (Ng, 2013). Therefore it is assumed that increasing effort in social integration will alter positive effect on the customers’ perceptual experience towards the brand, and also gain increase brand resonance. However, different types of Social

Networking Sites (SNSs) possess various forms of qualities, which is crucial for increasing the number of its visitors. Ellahi & Bokhari (2013, p. 121) evaluates and highlights the noteworthy features of SNSs, which can influence the positive perceptions of users on the quality of these SNSs. Kaplan & Haenlein (2010, p. 61-62) discuss the terms richness and reaches, which differ in each SNS (different targets and strategies), and vary in terms of geography. Also, a variety of previous studies have investigated in the usability of social media and its relationship with customers, however little have discovered clear theory about different types of social media motives in relation to usage behavior on brands (Kim, Sohn & Choi, 2011). Previous works also expressed the need in investigation in causal effects of the users’ perceived social media quality of brands on users’ satisfaction and loyalty (Ellahi & Bokhari, 2013). Ng (2013) emphasizes that this type of study

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demand to be examined periodically and under different cultural settings, since cultural characteristics change and evolve over time. Although social media could provide enhancement in the company’s overall performance, differences in cultural aspects have to be taken into consideration. From a geographical perspective, customers differ from one another in cultural characteristics and consequently sense dissimilar perceptions toward the use of social media. This could influence customers psychological behavior towards brands and therefore affect the relationship customers have with brands and the extent to which they feel they are integrated with, also known as brand resonance (Kotler & Keller, 2012, p. 249). This study examines whether different cultures vary in perception towards brand resonance through the use of social media. Differences in cultural values and aspects could affect customers’ behavior. This study explains several essential facets of brand resonance in different nations and its connection with the cultural aspects by using the model, Cultural Dimensions, by Hofstede (Hofstede, Hofstede & Minkov, 2010) who found that differences in attitudes expressed by global customers could be explained using six dimensions which he labeled as power distance, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance, pragmatic versus normative orientation, and indulgence versus restraint. In this study the culture of The Netherlands and Hong Kong are compared.

Importantly, in practice, the investigation might be applicable and benefitting to organizations by providing assistance in creating more customer integration. Consequently this study is designed to find out whether cultural differences influence the customers’ perception on brand resonance through the use of SNSs.

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2. Literature Review

2.1 Social Media

In today’s society, social media has evaluated effectively and for most companies the emergence of this phenomenon is gradually perceived as an essential strategy tool. Social media is highly accessible through a diversity of platforms (such as websites, apps) and is referred by Mangold & Faulds (2009, p. 364) as ‘consumer-generated media’, which describes a variety of new sources of online

information that are created, initiated, circulated and used by consumers intent on educating each other about products, brands, services, personalities, and issues. Social media encompasses a wide range of online, word-of-mouth (WOM) forums, which includes blogs, consumer-to-consumer e-mail, Internet discussion boards and forums, and social networking websites (such as Facebook, Weibo, Twitter, Google+, YouTube, LinkedIn, Pinterest, etc.) and further.

This study examines only the social networking websites. The flow of information outside the use of this phenomenon has been related to face-to-face, word-of-mouth communication among individual consumers, which has had, in contrast with social media, a minimal impact on the dynamics of the marketplace due to its limited dissemination (Mangold & Faulds, 2009). Many social media platforms are independent of the sponsoring firm or its agents and hence magnify the consumers’ ability to communicate with one another, also known as “groundswell”. According to Mangold and Faulds (2009, p. 360), this term has a strong influence on consumer behavior by giving consumers the power to affect other customers’ behavior using SNSs.

2.1.1 Social Networking Services (SNSs) and branding

The platform of SNSs represents a dynamic medium. Kaplan & Haenlein (2010) refer this platform as Web 2.0 and describe this term as “a platform whereby content and applications are no longer created and published by individuals, but instead are continuously modified by all users in a participatory and collaborative fashion”. Trusov, Bucklin & Pauwels (2009, p. 98) describe social networking sites as

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networks of friends for social or professional interactions. The popularity of SNSs is a worldwide phenomenon. Members of different societies have distinct communication predispositions and Internet behavior, hence local differences can inhibit the application of Western communication theories (Men & Tsai, 2012, p. 724). This study therefore emphasizes on different cultural aspects and through the importance of social media the study further focuses on different factors of brand resonance, which will be tested on their relation with brand resonance. For this comparative study two influential SNSs with huge Internet populations are selected: Facebook and Weibo.

2.1.2 Facebook

American SNSs such as Facebook has acquired a large amount of followers overseas. Since the introduction in 2004 Facebook (Facebook.com) claims to have attracted 1.28 billion active users on average, of which approximately 81.2% are users outside the U.S and Canada. (on March 31, 2014). Facebook’s mission is “to give people the power to share and make the world more open and connected” (Facebook.com, 2014). People and companies are able to connect via different channels, which are all integrated into Facebook, such as messenger, (fan) pages, groups, events, the Facebook app, Facebook gifts, and Instagram. According Internetworldstats.com, Hong Kong has over 4 million Facebook subscribers (on December 2012), while The Netherlands has attracted over 7.5 million Facebook users since 2004 (on December 2012). In both regions Facebook tend to attract slightly more female than male users. According to Socialbakers.com (2014) the largest age group in both regions is 25-34 years followed by the users in the age of 18-24 years.

The popularity of brand pages among local fans in Hong Kong slightly differs from The Netherlands. Local fans in The Netherlands account over 90% of the total followers of their top 5 brands. However, in Hong Kong this number fluctuates between 60-90% (Socialbakers.com, 2014). Accordingly, brand pages are in favor with The Netherlands, attracting more local fans on average. Prior studies indicate that cultural differences reflect on various types of media content, for example China exemplifies a high-context culture, which tend to offer information about consumers’ connections to their

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community; and Western countries is characterized as a low context culture, providing more product-specific information (Men & Tsai, 2012, p. 725). Desired industries on Facebook are diversified between the two regions (Figure 1). Both users favor E-commerce over other industries, however cultural differences and different perceptions tend to affect users’ order of preferences. Users in Hong Kong prefer beauty to retail, whereas Dutch users favor retail and FMCH Food over beauty

(Socialbakers.com, 2014).

Figure 1. Top 5 industries by sum of fans in Hong Kong and The Netherlands (Source: Socialbakers.com, 2014)

2.1.3 Weibo

Since its foundation in 2010, Weibo (Weibo.com, 2013) has achieved a large user base in China and in Chinese communities in more than 190 countries. The company claims to have attracted 129 million active users on average. Weibo.com has attracted a wide range of users including ordinary people, celebrities, and other publicly figures, as well as different types of organizations (over 300,000 active corporate accounts) such as launching charitable projects, seeking donations and volunteers, and improving public service. As Weibo (Weibo.com, 2013) expresses their current position, “Weibo has become a cultural phenomenon in China”. The key feature of Weibo is “the simple, asymmetric and distributed nature of Weibo, which allows an original feed to become a live viral conversation stream” (Weibo.com, 2013). Thereby Weibo engaged itself with richer multimedia functionality and

comparing with twitter; providing e-commerce, social games, interactive and precision ads, instant search, and paid content. Like Twitter, Weibo provides distribution of information from grassroots

1381896 1678607 1742300 3036404 3769921 Electronics Fashion Retail Beauty Ecommerce

Dutch Top 5 Industries on Facebook

1863133 1906199 2017463 2715974 3752597 Fashion Beauty FMCG Food Retail Ecommerce

Chinese Top 5 Industries on Facebook

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sources, such as photos and videos. Its aim is mostly to serve as a platform for snippets of interesting news and conversations, which flows on socially popular topics. Since the main focus of this study is related to users in Hong Kong, any numbers and facts will be referred to Hong Kong users; behavior.

According to Weibo.com (2013) their platform has reached over 2.5 million Weibo subscribers, and over 3000 corporate accounts in Hong Kong (on December 2013). In contrast with Facebook this platform tend to attract more male (43%) than female (57%) users (Weibo, 2013). According to Weibo.com (2013) the largest group users vary between the age of 26-30 years, which equals the largest users’ group of Facebook, followed by the users between the age of 31-35 years. Weibo tend to attract more adults users than Facebook; 54% of Weibo’s users have at least a bachelor’s degree (Weibo.com, 2013).

Weibo has published several statistics regarding brand expectations of users: more than 70% of the users expect brands to offer product/service discount information on Weibo; 50% of the users expect brand to handle complaints on Weibo; 11% of the users never reported brand posts on Weibo. Some popular HK Brands on Weibo are Harbour City, PlayStation, Sasa.com, Ocean Park, HTC et cetera. This platform offers a variety of promotion features, which are convenient for brands in order to enhance their image exposure: video sections to promote brand image as well as providing tailor-made top banner to customize the video page; voting tool to get insight from fans/users; map to provide information for users to reach the brand (Weibo.com, 2013). In addition, features specifically related to are considered as well, such as allowing brands to post coupons in order to provide special offers for customers, creating Weibo Online Store to induce purchase, and offering customers to make hotel reservation online.

According to existing data and literature about users’ interests and intentions regarding Facebook and Weibo it is fair to interpreted that e-commerce dominates in both platforms. However, in this study, we will look insight the fashion industry, since fashion brands are more likely to connect with the targeted age group between 18-34.

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2.2. Hofstede’s Cultural Dimensions

A variety of measurements exist in determining cultural differences among countries, for instant the Big Five personality traits and Hofstede’s cultural dimensions. Jackson & Wang (2013, p. 911-912) describe four reasons for cultural differences in SNSs use: Chinese users are more reserved and should be more restrained when using SNSs: modesty is valued over self-promotion; Chinese parenting style differ from Western parenting styles in a number of ways consistent with Hofstede’s cultural

dimensions; people in China are less likely to have multiple Internet-connected computer in their home, devices are likely to be placed in a shared space; motives for SNS use may be weaker and different in China according the collectivistic culture: benevolent in-group sharing, while individualistic cultures like The Netherlands have more self-talk and self-interested behavior.

This study focuses on the differences in the attitudes expressed by SNSs users in The Netherlands and Hong Kong explained by using the six dimensions of Hofstede: power distance, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance, pragmatic versus normative orientation, and indulgence versus restraint (Hofstede, Hofstede & Minkov, 2010).

Figure 2. Hofstede’s Cultural Dimensions: The Netherlands versus Hong Kong (Source: The Hoftstede’s Centre,

2010)

A Comparative Study of The Netherlands and Hong Kong

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38 80 14 53 67 68 68 25 57 29 61 17

Power Distance Individualism Masculinity Uncertainty

Avoidance Pragmatism Indulgence The Netherlands Hong Kong

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2.2.1 Power distance

People in The Netherlands are known being independent, having equal rights, encouraging empowerment and accepting hierarchy only for convenience. In Dutch households each member deserves to be equal treatment, such as dividing household tasks. Control is not appreciated and attitude toward supervisor/elderly is rather informal and on first name basis. Communication with Dutch people is direct and participative, which is remarkable on Facebook: people tend to be more involved in self-talk and self-interested behavior, such as publishing personal or emotional posts.

In Hong Kong the society believes in inequality that is acceptable. There is no tendency in resistance or defense against power of well-respected supervisors/elderly, who might be managers or parents. For instance, seniors are well respected and are named by their title, such as uncle or aunty, rather than their first name. Being polite and having manners are expected, since Chinese people are raised and taught by seniors whereas juniors have to obey and treat them well. In Chinese households, juniors are expected to be participative in any form of household tasks or problems, such as cooking, cleaning, but also handling with financial or health issues of any member. Individuals are managed by formal authority and sanctions and are optimistic about people’s capacity or leadership. Communication is rather indirect and the harmony of the group, such as family, has to be maintained (The Hoftstede Centre, 2010)

2.2.2 Individualism versus Collectivism

Members of the individualistic culture, like The Netherlands, are likely to spend more time in SNSs, consider them to be more important and have more SNS friends than member of collectivistic cultures (Jackson & Wang, 2013, p. 912). According to Hofstede, Hofstede & Minkov (2010) in individualistic societies offence causes guilt as well as loss of self-esteem. It is characterized as being expected to taking care of themselves and their immediate family. The culture in Hong Kong has more investment in real-world relationships and a lesser investment in self (self-promotion). Spending time with and caring for family and friends is important in the Chinese culture. Closer in-groups, such as family are

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their primary care, whereas attitude towards out-groups, such as colleagues, are sometimes cold or hostile.

2.2.3 Masculinity versus Femininity

In the Dutch feminine society balance between life and work is important. People value equality, solidarity and quality in their working lives. Dutch are known for their long discussions until

consensus has been reached. Hong Kong is a somewhat masculine society, which success is oriented and driven. Many hours at work and daily overwork is needed to ensure success. Many stores or services are accessible until very late at night. Students are very caring about exam scores and the ranking, since the reputation and thus future success of the student depends on their performance at school.

2.2.4 Uncertainty Avoidance

The Netherlands exhibits a slight preference for avoiding uncertainty. There is need for rules, time is money, and people tend to have an inner urge to be busy and work hard, and security is an important element in individual motivation. The people in Hong Kong are comfortable with ambiguity, which is noticeable in the language with full of ambiguous meanings that is difficult to follow for many Western people. Chinese emphasize effort as a means to achievement and success in life, using SNSs for recreational purposes is not consistent with this emphasis as it takes time away from the more important tasks, such as schoolwork.

2.2.5 Pragmatic versus Normative

Both cultures believe that truth depends on situation, context and time. This society prefers having the ability to adapt traditions to changed conditions, a strong propensity to save and invest. It seeks the easiest way to bring results. In general, elderly people in Hong Kong, for instance, would go to

temples and pray or asking for advice when they experience something positive or negative. People do not have to explain, as they believe it is impossible to understand fully the complexity of life.

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2.2.6 Indulgence versus Restraint

The culture in The Netherlands is indulgence. According to Hofstede, people exhibit a willingness to realize their impulses and desires with regard to enjoying life and having fun (Hofstede, Hofstede & Minkov, 2010). In general, Dutch people possess a positive attitude and have tendency towards optimism. They embrace the importance of leisure times, act as they please and spend money as they wish. The society in Hong Kong is indicated as rather restrained. Children are kept away from SNSs by controlling parents who organize and monitor children’s activities, and their children should accept this as a sign of love. In Hong Kong parents need to model appropriate behavior for their children, therefore Chinese adults are less likely to use SNSs than Western adults. Having a child alone in his/her bedroom is more acceptable in the Western culture, since Western households are more likely to have multiple computers than Chinese households who encourage shared activities.

2.3 Brand Resonance Pyramid

Following Hofstede’s cultural dimensions different types of customers' behaviors will be expected. This section concentrates on the outcome of the research explained with existing theory, which is related to customers’ perception towards the brand. Brand perception can be interpreted in many ways, and therefore a variety of measurements on customers’ perception exist. This study used and explored on the model of Brand Resonance Pyramid by Kotler & Keller (2012, p. 241). Resonance is described as “the intensity of customers’ psychological bond with the brand and the level of activity it

engenders” (Kotler & Keller, 2012, p. 249). The Brand Resonance Pyramid consists of six building blocks. Brand salience explains how often customer think of the brand under various purchase or consumption situations; Brand performance describes the fit between the value of the product or service with customers’ functional needs; brand imagery describes the ways in which brands attempt to meet customers’ psychological or social needs with the extrinsic properties of the product and services; brand judgments concentrated on customers’ personal opinions and evaluations; brand feelings deals with customers’ emotional responses and reactions towards the brand; brand resonance

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Indentity Who are You? Response What are You? Meaning What about You? Relationshi ps What about You and Me?

explains the relationship between customers and the brand and the extent to which they feel bonded with it (Kotler & Keller, 2012, p. 248-249).

- Intense, Active Loyalty

- Positive, Accessible Reactions

- Points of Parity & Difference

- Deep & Broad Brand Awareness

Figure 3. Brand Resonance Pyramid

2.4 Variables and Hypotheses

In this study, it is interesting to explore and discover differences between an Asian and a Western country (developing versus developed countries). Internationally, Hong Kong’s fixed broadband penetration rate is among the highest in the world and has one of the fastest broadband speed in the world (The Nielsen Company, 2011). The digital landscape in Hong Kong is dynamic and constantly evolving and has one of the highest rates of telephone density in the world, according the Hong Kong Digital Behavior Insights Report by The Nielsen Company (2011). Based on these impressive and relevant facts this study concentrates on SNSs users based in Hong Kong. This study examines two different nations. The Dutch culture is examined as well, since SNSs in The Netherlands is popular and also my personal involvement with this country. This study explores the influence of cultural differences on the proposed model by comparing SNS users in Hong Kong and The Netherlands in a comparative research.

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Resonance Judgments and Feelings Performance and Imagery Salience

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To Forbes (2011), Weibo is the mandarin and Cantonese version of Twitter-Facebook hybrid, and is firmly established as the leading Chinese microblogging platform. Facebook influence and track customer beliefs and attitudes and is referred to the social network platform (Weinberg & Pehlivan, 2011, p. 280). The degree of richness and reaches of Weibo and Facebook vary, and thus it is expected that the usability of each of these SNSs for brands will differ in Hong Kong and The Netherlands, hence change customers’ perceptions towards brands as well. The cultural differences, explained by Hofstede (1984) provide guidance in diversifying regions and therefore apply each city or country to a certain type of identity. It is important to recognize the type of culture in able to analyze the brand perception on SNSs. Following a line of arguments, this research expects that Weibo and Facebook will vary in their richness and reaches, and in certain degree will influence customers’ factors on brand resonance. Cultural aspects should affect the relationship between the customers’ perceptions

regarding brand resonance

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Regarding the rather e-commerce based functionality of Weibo it is expected that the Chinese community on this platform meets different types of exposures in relation to brand awareness, either through the e-commerce or promotion concept. Weibo also acknowledge the usefulness of conversation streams in a higher degree than Facebook, which this concept could provide brands with important information regarding customers’ responses and attitudes towards the brand. As mentioned before at Hofstede’s cultural dimensions, the society in Hong Kong is rather collectivistic, therefore, it is expected that Chinese people are more likely to participate in group conversations rather than engaging themselves with self-talk and self-promotion. The latter popular concept is rather popular on Facebook in Western countries, which are more individualistic, such as The Netherlands. From this point of view, it is expected that brand feelings and brand judgments are the focus points in the Dutch culture regarding brand resonance. Since Weibo is rather more engaged with the presence of brands, by providing a variety of options regarding to brand exposure and the Chinese culture is rather collective, this study expects that brand performance and brand judgments are the essential factors of brand resonance in the Chinese culture. To conclude, this study expects that Weibo will raise other types of important factors, towards brand resonance, in a customer mindset than Facebook.

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Thereby answering the overall hypotheses

H1: Brand judgments and brand feelings will act on brand resonance in The Netherlands, H2: Brand judgments and brand performance will act on brand resonance in Hong Kong

Figure 4. Research model

Hofstede’s Cultural differences Fashion Brand Facebook Weibo Chinese users Dutch users

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Resonanc e Judgments and Feelings Performance and Imagery Salience

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3. Method

3.1 Design and Sample

This study seeks deductive theory about the relationship between brand awareness using SNSs, in this case Facebook and Weibo, and brand equity in The Netherlands and Hong Kong. The data was collected through means of a survey. For the purpose of this research data is collected from Facebook users in The Netherlands as well as Weibo users in Hong Kong. The targeted individuals are users between the age of 16 and 34 years, since users within this range are most often engaged with social network. A total of 100 participants were sampled: 50 respondents in Hong Kong, and 50 respondents in The Netherlands, who are all local residents.

Only participants who completed the full questionnaire are included in the analysis. Due to the limited time frame available for this study the data in The Netherlands was collected mostly from students in Amsterdam from which the sample consisted of 19 male respondents and 31 female respondents. 48 participants are between the age of 18-25, one female respondent is younger than 18 years, and one male respondent is between 26-34 years. 20 respondents are students from the University, although the common educated respondents (25 respondents) are students from Universities of Applied Science, followed by Master or PhD students (4 respondents), and high school students (1 respondent).

In Hong Kong, all respondents are Chinese students from whom the sample consisted of 14 male respondents and 36 female respondents. 29 respondents are between the age of 18-25, 14 female students are younger than 18 years, and 7 male students are between 26-34. 14 respondents are High School students, although the common educated students are from the University (22 respondents), followed by respondents whom come from the Community College (7 respondents) and the University of Applied Science (7 respondents).

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3.2 Measurements

Dependent Variable Brand equity. Brand equity was measured with 30 item scale by Aziz & Yasin (2010). Scale ranged from (1) strongly disagree to (7) strongly agree. Questions are divided according the six building blocks of brand resonance. An example item is: ‘In general, I know the symbol of brand X on Facebook’. A high score represents a higher sense of positive connection with the related factor towards brand resonance.

Independent Variable Users’ interest. Data analysis about the independent variable ‘users main interest on Facebook and Weibo’ is not necessary, since existing recent literature and prior studies already examine this: the outcome is e-commerce (Socialbakers.com, 2014). Moreover, this study concentrates on fashion brands.

Moderating Variable Cultural Differences. Theory about the cultural differences between Hong Kong and The Netherlands is already explained by Hofstede, Hofstede & Minkov (2010) by using the cultural dimensions model. Therefore, further analysis about the cultural differences in both areas is not needed, since existing theory about the current state of the cultural aspects of both regions is already provided.

3.3 Procedure

The Data in The Netherlands arise from students from the University of Amsterdam and from de Hogeschool van Amsterdam. In the Netherlands, students were randomly requested to fill out the questionnaire. After explaining the essential consent information and the research purpose the form is presented to the student. The data in the Netherlands were collected within three days.

In Hong Kong a digital survey is developed within Google drive. Through different channels; such as Facebook, e-mail and SMS, more than 50 people were approached to participate in the survey. In order to increase the amount of complete surveys the research is supported with some useful analytic

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tool provided within Google Drive. The data collection in Hong Kong was gathered within twelve days.

3.4 Analyses and Predictions

The study focuses on the interaction effect of the independent variable (Fashion brand) and the moderating variables (cultural differences) on the dependent variable (brand equity). Study 1 verifies whether fashion brands on Facebook influenced by the cultural aspects of The Netherlands predicts brand feelings and brand judgments as a positive influence on brand resonance. Study 2 verifies whether fashion brands on Weibo influence by the Chinese culture predicts brand performance and brand judgments as the essential factors of brand resonance. Eventually, the Dutch and Chinese culture are compared and differences in individual perceptions towards brand resonance are explained.

By using a regression we expects to find the important predictors of brand resonance in each culture. In study 1, it is expected that brand judgments and brand feelings will act on brand resonance, since Dutch people are more extrovert than Chinese people. In study 2 it is expected that brand judgments and brand performance will act on brand resonance, because Weibo takes more initiative in integrating brands’ accounts into the platform.

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4. Results

4.1 Descriptives Statistics

The profile of both the Dutch and the Chinese sample can be found in the Appendices.

Both surveys were tested using SPSS. First, the descriptive statistics were measured. Noticeable, the overall mean of each region did not vary much from one another. The means of brand performance vary the most. This component is more positive in The Netherlands (μ = 4.75), however it was

expected that this item would influence the Chinese community more. Also, the overall mean of brand imagery, brand judgments, and brand feelings were more positive or higher in The Netherlands than in Hong Kong. From the results it can be stated that Chinese people are more skeptical in nature

regarding their perspectives to brands influences. Although, the overall mean of brand salience and brand resonance are more positive or higher in Hong Kong than in The Netherlands.

Although brand resonance produced the least positive mean, the standard deviation is the highest in Hong Kong (SD = 1.811). Therefore, it could be assumed that Chinese people are either easily loyal to brands or they are not easily getting impressed by brands. The standard deviation in brand resonance was even higher and more sensitive in The Netherlands (SD = 1.860).

Table 1

Descriptives of Dutch and Chinese Survey Mean (NL) Mean (HK) SD (NL) SD (HK) Brand Salience Brand Performance Brand Imagery Brand Judgments Brand Feelings Brand Resonance 5.76 4.75 5.27 5.61 4.73 3.93 5.79 4.58 5.16 5.54 4.64 4.02 1.499 1.362 1.374 1.185 1.488 1.860 1.539 1.391 1.306 1.165 1.461 1.811 NL = The Netherlands, HK = Hong Kong

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Table 2

Descriptives of Dutch and Chinese Survey after Factor Analysis Mean (NL) Mean (HK) SD (NL) SD (HK) Brand Salience Brand Performance 1 Brand Performance 2 Brand Imagery Brand Judgments Brand Feelings 1 Brand Feelings 2 Brand Resonance 5.69 4.88 4.70 5.27 5.82 4.38 5.11 3.93 5.72 4.47 5.03 5.76 4.29 4.90 4.02 1.614 1.258 1.397 1.374 1.103 1.436 1.347 1.860 1.655 1.406 1.306 1.059 1.472 1.352 1.811

A second measurement of descriptives was performed, after finding the underlying factors of both surveys, which is explained in the following section. Again, the overall means of each region did not show large differences. The means of brand performance 1 vary the most. This component is more positive, again, in The Netherlands (μ = 4.88). The overall mean of brand imagery, brand judgments, and brand feelings were still more positive or higher in The Netherlands than in Hong Kong.

Furthermore, the overall means of brand salience and brand resonance were also still more positive or higher in Hong Kong than in The Netherlands, with the highest standard deviations in both nations, which were respectively 1.811 and 1.860. The situation in descriptives statistics still remained the same, and the result can be found in Table 2.

4.2 Study 1: Dutch Survey

For study 1, a total of 50 usable questionnaires were collected and analyzed.

4.2.1 Exploratory Factor Analysis & Reliability

All items in the questionnaire will first be examined using factor analysis to find the underlying factors and to reduce the number of items. The Bartlett’s Test of Sphericity and The

Kaiser-Meyer-Cultural Differences in Social Networking Site Use: A Comparative Study of The Netherlands and Hong Kong

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Okin (KMO), measure of sampling adequacy, were used to validate the use of factor analysis. The factor analysis was conducted on various constructs: brand salience (4 items), brand performance (7 items), brand imagery (3 items), brand judgments (5 items), brand feelings (5 items), and brand resonance (6 items). Principal components analysis was used to extract factors with eigenvalues greater than 1. Items that load lower than 0.60 on a factor were ignored.

In order to test the reliability of scale for each of the brand equity components, the Crohnbach’s alpha scores were evaluated. The factor analysis for the construct brand identity that measures brand salience produced only one factor with an eigenvalue of 2.14, contributing 53.57 percent to item variance. The factor analysis for brand meaning produced three factors with eigenvalues greater than 1, contributing 66.18 percent to item variance. All factors have an acceptable reliability of 0.735, 0.851 and 0.698. Factor analysis on brand responses produced also three factors with eigenvalues greater than 1, contributing 72.96 percent to item variance. Again, all three factors have an acceptable reliability. Factor analysis for the construct brand relationships that measures brand resonance

produced only one factor with an eigenvalue more than 1, which is also acceptable in reliability. The results of factor analyses are shown in Table 3.

Table 3

Exploratory Factor analysis and Scale Reliability of Dutch Survey

Items Loading TVE MSA Signif. Reliabil

ity Brand Salience

In general, I know the symbol of brand X on Facebook

In general, I know the color that symbolizes brand X

I can quickly recall the symbol/logo of brand X

.779 .797

.775 53.568 .647 .00 .708

Brand Performance 1

Compared to other brands, brand X gives a better online service

Compared to other brands, brand X satisfies my needs

.718

.930 .735

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Brand performance 2

The online marketing on Facebook of brand X is effective

I am satisfied with brand X's initiative on Facebook Brand X has a pleasant online purchase process Brand X uses high technology in its online services Brand Imagery

X is an authentic brand

Brand X is innovative and follows the latest fashion trends

Brand X has an “out of the box” spirit

.806 .816 .693 .755 .825 .684 .817 66.181 .703 .00 .851 .698 Brand Judgments

My overall opinion of brand X is good I trust brand X

The quality of brand X is consistent

I am likely to recommend brand X to others Brand Feelings 1

I am satisfied with the Facebook content of brand X The Facebook page of brand X has a positive influence on my emotions

The Facebook page of brand X has changed my overall perception towards brand X

Brand Feelings 2

Brand X gives me a feeling of self-respect Brand X gives me a feelings of social approval Brand X gives me a feeling of excitement

.792 .823 .882 .658 .736 .791 .847 .854 .901 .717 72.960 .730 .00 .826 .749 .826 Brand Resonance I love brand X

I feel brand X is the only brand that I need

I am proud to have others known that I am wearing brand X

I consider myself loyal to brand X

I feel like I almost belong to a community with other customers of brand X

I am always interested in the latest fashion of brand X .664 .774 .802 .803 .815 .787 60.297 .837 .00 .867 TVE=Total Variance Explained; KMO = MSA = Measure of Sampling Adequacy

4.2.2 Correlation Analysis

The Pearson Correlation Analysis was performed to gain understanding of the relationships between the factors in study 1. From Table 4, it is evident that there is a significant and positive correlation

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between brand performance and brand judgments (r=0.40) at a significant level of 0.01. Another significant and positive correlation is between brand performance and brand feelings (r=0.39) at a significance level of 0.01, between brand salience and brand performance (r=0.36), and between brand imagery and brand feelings (r=0.35). Correlation is also significant and positive (r=0.32) at a

significance level of 0.01 for brand imagery and brand judgments. The correlation between some variables are weaker; between brand judgments and brand resonance (r=0.28), and between brand feelings and brand resonance (r=0.20).

4.2.3 Regression Analysis

The model as shown in Table 5, explains 30.5 percent of the variance in brand resonance among respondents and, thus, about 69.5 percent of differences, which signals that other factors might have effect on the brand resonance among the respondents. Moreover, the model shows that brand feelings 1, brand judgments have a significant and positive relationship with brand resonance. The results shows that the intercept a=0.756 and the partial regression coefficient values are b1 = 0.183 and b2 = 0.718. With the largest standardized beta coefficient (

β

= 0.42), brand feelings 1 emerged as the most

Table 4 Pearson Correlation The Netherlands BS BP1 BP2 BI BJ BF1 BF2 BR Salience Performance 1 Performance 2 Imagery Judgments Feelings 1 Feelings 2 Resonance 1.00 .162 .358** -.026 .172* .191* .136 -.034 1.00 .312** .219* .206* .104 .187 -.128 1.00 .119 .397** .385** .201* .136 1.00 .315** .176* .347** .113 1.00 .114 .161* .277** 1.00 .236** .280** 1.00 .200* 1.00 * Correlation is significant at the 0.001 level (2-tailed)

** Correlation is significant at the 0.05 level (2-tailed)

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essential determinant of brand resonance, followed by brand judgments (

β

= 0.40). This means the more positive the brand feelings, the more positive the brand resonance among the respondents.

4.3 Study 2: Chinese Survey

For study 2, a total of 50 usable questionnaires were collected and analyzed.

4.3.1 Exploratory Factor Analysis & Reliability

In study 2, the same method is used to find the underlying factors. The factor analysis was conducted on the same constructs and items as study 1. Principal components analysis was used again to extract factors with eigenvalues greater than 1. Items that load lower than 0.60 on a factor were also ignored.

In order to test the reliability of scale for each of the brand equity components, the Crohnbach’s alpha scores were evaluated. The factor analysis for the construct brand identity that measures brand salience produced only one factor with an eigenvalue of 2.26, contributing 56.50 percent to item variance. The factor analysis for brand meaning produced two factors with eigenvalues greater than 1, contributing 59.74 percent to item variance. However, only brand performance has an acceptable reliability of 0.894. The factor for brand imagery does not have an acceptable reliability so this Table 5

Regression Analysis

The Netherlands Unstd. Beta Std. Beta t Sig. Value

Constant Brand Salience Brand Performance 1 Brand Performance 2 Brand Imagery Brand Judgments Brand Feelings 1 Brand Feelings 2 0.756 -.265 -.257 -.199 -.201 .718 .618 .183 -.234 -.168 -.144 -.135 .404 .416 .135 -2.421 -1.770 -1.180 -1.370 4.096 3.704 1.357 .017 .080 .241 .174 .000 .000 .178 R = .552, R Square = .305, Adjusted R Square = 252, F = 5.769, Sig. F = .000

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variable was dropped from subsequent analysis. Factor analysis on brand responses produced three factors with eigenvalues greater than 1, contributing 73.67 percent to item variance. All three factors have an acceptable reliability. Factor analysis for the construct brand relationships that measures brand resonance produced only one factor with an eigenvalue more than 1, which is also acceptable in reliability. The results of factor analyses are shown in Table 6.

Table 6

Exploratory Factor analysis and Scale Reliability of Chinese Survey

Items Loading TVE MSA Signif. Reliabil

ity Brand Salience

In general, I know the symbol of brand X on Facebook

In general, I know the color that symbolizes brand X

I can quickly recall the symbol/logo of brand X

.609 .679

.636 56.499 .695 .00 .759

Brand Performance

Compared to other brands, brand X gives a better online service

The online marketing on Facebook of brand X is effective

I am satisfied with brand X's initiative on Facebook Brand X has a pleasant online purchase process Brand X uses high technology in its online services Brand Imagery

Brand X is an authentic brand

Brand X has an “out of the box” spirit

.740 .866 .879 .773 .790 .818 .782 59.737 .710 .00 .894 .596 Brand Judgments

My overall opinion of brand X is good I trust brand X

The quality of brand X is consistent

I am likely to recommend brand X to others Brand Feelings 1

I am satisfied with the Facebook content of brand X The Facebook page of brand X has a positive influence on my emotions

The Facebook page of brand X has changed my overall perception towards brand X

.776 .818 .894 .684 .821 .870 .847 .823 .818

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Brand Feelings 2

Brand X gives me a feeling of self-respect Brand X gives me a feelings of social approval

.899

.921 73.666 .692 .00 .875

Brand Resonance I love brand X

I feel brand X is the only brand that I need

I am proud to have others known that I am wearing brand X

I consider myself loyal to brand X

I feel like I almost belong to a community with other customers of brand X

I am always interested in the latest fashion of brand X .730 .779 .797 .826 .730 .810 60.727 .844 .00 .868 TVE=Total Variance Explained; KMO = MSA = Measure of Sampling Adequacy

4.3.2 Correlation Analysis

The Pearson Correlation Analysis was performed again to obtain an understanding of the relationships between the factors in study 2. From Table 7, it is evident that there is a significant and positive correlation between brand performance and brand feelings (r=0.44) at a significant level of 0.01. Another significant and positive correlation is between brand salience and brand performance (r=0.40)

Table 7 Pearson Correlation Hong Kong BS BP BJ BF1 BF2 BR Salience Performance Judgments Feelings 1 Feelings 2 Resonance 1.00 .398** .154 .245** -.013 -.078 1.00 .169* .442** .102 .089 1.00 .009 .096 .256** 1.00 .152 .288** 1.00 .181 1.00 * Correlation is significant at the 0.001 level (2-tailed)

** Correlation is significant at the 0.05 level (2-tailed)

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at a significance level of 0.01. The correlation between some variables are weaker; between brand feelings and brand resonance (r=0.29), between brand judgments and brand resonance (r=0.26), and between brand salience and brand feelings (r=0.25).

4.3.3 Regression Analysis

The model as shown in Table 8, explains 22.3 percent of the variance in brand resonance among respondents and, thus, about 78 percent of differences, which means that other factors have effect on brand resonance among the respondents. Furthermore, the model shows that brand judgments, and brand imagery have a significant and positive relationship with brand resonance. The results shows that the intercept a = 0.027 and the partial regression coefficient values are b1 = 0.475 and b2 = 0.536. No relationship has been found with other components. With the largest standardized beta coefficient (

β

= 0.34), brand judgments emerged as the most important determinant of brand resonance, followed by brand imagery (

β

= 0.30). This means the more positive the brand judgments, the more positive the brand resonance among the respondents.

Table 8

Regression Analysis

Hong Kong Unstd. Beta Std. Beta t Sig.

Value Constant Brand Salience Brand Performance Brand Imagery Brand Judgments Brand Feelings 0.027 -.296 -.037 .536 .475 .136 -.283 -.276 .301 .344 .099 -2.774 -.250 3.223 3.288 1.064 .007 .803 .002 .001 .290 R = .472, R Square = .223, Adjusted R Square = .181, F = 5.383, Sig. F = .000

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Brand Judgments Brand Resonance Brand Feelings 1 Brand Judgments Brand Resonance Brand Imagery

4.4 Conceptual Models

Model 1: The Netherlands

Model 2: Hong Kong

4.5 Additional Findings

Additional, this study also compares different variables, for example differences in favor of brand between male and female respondents. According the data the majority of Dutch people are likely to reach out to social networks when approaching brands (42% of the responses). Other online channels could influence the relationship between social network and brand equity: 36% of the responses are

Fashion Brands on Weibo Fashion Brands on Facebook

β

= 0.416

β

= 0.404 R2 = 0.305

β

= 0.301

β

= 0.344 R2 = 0.223 Dutch Cultural Aspects Chinese Cultural Aspects

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likely to visit the main website of the brand, 14 % visit blog platforms, and 8% associate themselves with news feed. Both female (12 out of 31 respondents) and male respondents (9 out of 19

respondents) named social network as their favorite source. The brand’s main website is rated second with 7 out of 31 female respondents and 11 out of 19 male respondents. Referring to the type of respondents, most hbo students prefer social network (15 out of 25 respondents), whereas the main website of the brand is in favor with wo students (7 out of 20 respondents).

Weibo users in Hong Kong differ from The Netherlands in their choice of channel when approaching brands. 72% of the Chinese respondents favor the brand’s main channel as their first choice. Just 14% of the respondents use social network as their primary source in seeking brand information, while 42% of Dutch respondents favor this channel. Another favorable channel, which could influence the

relationship between social network and brand equity, is word of mouth. In general, the brand’s main website is most favored by as well the total of female respondents (40 respondents) as the total of male respondents (14 respondents).

Figure 5. Channels favorite in The Netherlands and Hong Kong, in number of respondents.

Overall, Dutch respondents, both male and female, favor high street brand to a greater extent than the more luxurious brands; respectively 13 out of 19 and 27 out of 31 respondents. Preference in high-end brands is mostly linked with students attending Universities (7 out of 10 respondents). Information about high street brand is mostly reached through social network (17 out of 40 respondents), whereas information about

31

21 7 ₄ 18 14 36 7 Social Network Blog Platforms News Feed Main Web Page Word of Mouth

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high-end brand is acquired through the main webpage (5 out of 10 respondents). Additional comparisons in the Chinese survey are not in interest, for instant type of brand, age group and education, since there is no or little deviation in responses.

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5. Discussion

5.1 Addressing Hypotheses

The purpose of this study is to contribute to the literature concerning brand equity, and to explore whether differences in cultural aspects have significant influence on the relationship between the functionality of SNSs (Facebook and Weibo) towards brand resonance in relation to fashion brands. According study 1, Dutch people perceive positive brand feelings and positive brand judgments as the important determinants of positive brand resonance. According study 2, Chinese people perceive positive brand judgments and positive brand imagery as the essential determinants of positive brand resonance. Moreover, both cultures tend to perceive brand salience and brand performance as negatively related with brand resonance.

As expected, this study verifies the first statement: the Dutch culture finds that brand judgments and brand feelings are the important determinants of brand resonance. However, the second statement is partly supported based on the Chinese survey. The statement predicted that brand judgments and brand performance are the most influential determinants on brand resonance. However, in Hong Kong brand imagery and brand performance are the most essential determinants of brand resonance. This suggests that Fashion brands that perform better, in terms of online service, not necessarily achieve more loyalty.

5.2 Hofstede’s Cultural Aspects

The variation in the results can be explained by the differences in cultural aspects. In general, Dutch people associate themselves more with brand feelings, therefore they are more likely to be more sensitive to other customers’ reactions towards brands. In the Chinese culture this determinant is much weaker related to brand resonance. Direct communication, active participation, individualistic,

femininity, and indulgence are among many characteristics of the Dutch culture that explains the relationship between brand feelings and brand resonance.

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In Hong Kong, people tend to care more about other customers’ personal opinions and evaluations, (known as brand judgments). In this collective culture, people are likely to invest more on real-world relationships than spending time on SNSs. Good relationships with close family and friends, and being part of a group is important in this culture. Therefore, differences in opinions and perspectives have to be respected and valued. The survey also noticed the importance of word of mouth, which is

frequently mentioned by the Chinese respondents. In general, Chinese people tend to value real-world communication more. In Hong Kong, people tend to care more about expanding their communication network, which explains their success in life. The Chinese perspective on life does not involve the use of SNSs for recreational purposes, as it would be a waste of time. In The Netherlands, brand

judgments is also strongly related with brand resonance. Dutch people value equality more and are likely to handle long discussions until agreement.

In general, Chinese people are greedy. In general, customers who make expensive transactions are offered free products. Moreover, Chinese people are not easy to please given that they spend much of their hard earned money on products, from that, Chinese customers expect high quality service in return. Competition, success and money are significant in this culture. On that account, people in Hong Kong are comfortable with ambiguity and do not mind to overwork when needed. This type of lifestyle gives explanation to their relationship with brand imagery. This determinant expects brands to express and differentiate their products or services in distinctive ways in order to meet customers’ psychological or social needs.

5.3 Demographical Differences

In addition to the main studies, different types of statistical measurements have been performed in terms of demographical features of the survey.

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5.3.1 Information Source

In The Netherlands, male respondents tend to favor high-end fashion brands more than female respondents. Both male and female respondents prefer social networking as their main source for brand information, the brand’s main web page is rated second. However, the amount of male and female respondents in this study is not balanced which makes this results not reliable.

In Hong Kong the results are against expectations, no respondents favor high-end fashion brands in the survey. It was expected that Chinese community would prefer high-end fashion brands more since Hong Kong is known as one of the fashion capital in Asia. Products from fancy brands are widely distributed in this region, even replicas and fake high-end brands are popular. The target group of the survey causes this limitation, which are all Chinese students. In general, they tend to favor Asian brands over Western brands. Moreover, investment in education is essential in the Chinese cultural therefore students are limited in their spending. Female Weibo users tend to prefer social networking when seeking for brand information, male users favor the main web page.

A noticeable difference between Chinese respondents and Dutch respondents is that the Chinese community is more involved with word of mouth; this is related to brand imagery.

5.3.2 High Street versus High-end Brands

In general, information about high-end fashion brands is sought through the main webpage. In the Netherlands, high-educated people are often attracted by the more luxurious brands. Most often they reach out to the brand’s main webpage for information. Therefore, high-educated people are positively related with the preference for high-end brands. Moreover, this type of people has higher incomes, which is also influential on their preferences. People with higher incomes are more likely and able to invest or spend a larger amount of money on products of high-end brands. Moreover, these customers are more likely to join the community of the brand in order to stay informed about any exclusive deals or events. According to Park & John (2010), brand personalities rub off on consumers. From their

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study, consumers can perceive themselves to be better looking, more feminine, and more glamorous after an appealing brand. The primary motive is to signal their positive qualities, thereby enhancing self-perceptions in line with brand’s personality (Park & John, 2010, p. 665). The term brand personality could characterize the people who favor expensive brands.

The community of high street fashion brands on social network is large and popular. People are able to interact more easily with these brands and other consumers by showing their opinions and evaluations. From that, Dutch people tend to depend more on ‘brand feelings’, whereas Chinese people rather depend on ‘brand judgments’. The population of high street brands on SNSs is larger and more popular because it is more affordable and more competitive.

5.4 Limitations and Further Research

This study is explained by a collection of data gathered through surveys. This method of data collection is unfortunately biased. The final answers of the respondents could vary from their initial answers, since different factors, such as the environment, could have an affect on the respondents’ emotions. Therefore, the data are not completely trustworthy. Moreover, the sample size is not large which can affect the overall outcome. For example, in Hong Kong, not one respondent had favored a high-end fashion brand. Another example, all respondents were reached at school campuses, therefore the survey was not dispersed enough among other types of people. This limitation could affect the results of this study by depending on data of just one particular type of respondent. As mentioned before, more research should be done in this field.

The outcome of this study could also depend on the type of industry. For example, in case of food brands, customers could consider other aspects as determinants for their preference of a brand; this could be the taste and the overall presentation. Moreover, the cultural dimensions model is just one of many existing models which is used for this research. Therefore, this study explains just a part of

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many influential determinants towards brand resonance. Hence, further research should delve deeper into finding other influential factors.

Contributions and Further Research

The findings of this study contribute to extant literature. This type of study requires periodically investigations, since the social platform is evolving rapidly. Since the study presumes that, in both nations, brand judgments will directly lead to higher brand resonance we could also involve other related and influential models besides the Hofstede’s cultural dimensions. The findings could be important and meaningful to firms. As mentioned in the introduction, brands are highly valuable assets for firms. Therefore, the determination of the marketer should be focused on establishing a strong brand with clear and rich knowledge structure in consumers’ memories by using appealing forms of different types of social media. The findings could be meaningful to brands, which the target is on brand resonance, customer loyalty or on similar related purpose. In The Netherlands marketers should focus more on brand feelings and brand judgments, whereas in Hong Kong the focus should be put on brand judgments and brand imagery, both largely related to online interaction with customers. In order to support brands even more, the study needs further and deeper research in other brand industries as well. The success of the results could only be achieved because of the highly rated reliabilities.

5.5 Conclusion

In the early stage of the investigation the research question was developed and study 1 predicted that the brand feelings and brand judgments would influence the brand resonance the most in The

Netherlands. The outcome verifies this statement. However, study 2 shows that brand performance is not positive related to brand resonance in Hong Kong, however brand imagery does. From this research, the Brand Resonance model maintains that building a strong brand involves some logical steps as suggested by Kotler & Keller (2012). That is, discovering brand identity, creating a fitting brand meaning, raise brand response and forging brand relationships with customers. This model states that consumer awareness contributes in building the purpose of the brand, which will influence

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consumer responses towards the brand and eventually will contribute to the consumer-brand

relationship. This model will provide guidance to marketers in building strong and meaningful brands. It also supports the idea that marketers should design and implements effective strategies in order to achieve resonance with consumers, also because strong brands are valuable to consumers, because they reduce the perceived risk of consumption. In order to make this model more meaningful, other explanations have to be explored regarding influences on brand resonance.

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