Application and use of the Customer-Based Brand Equity (CBBE) model. Study of brand loyalty through the figure of the influencer
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Abstract
Technological advances pose a particular challenge to traditional advertising formats, which have a certain difficulty when it comes to disconnecting with the public and audience. Overexposure to advertising and media causes traditional promotional channels to lose their effectiveness and communication efforts are directed towards the search for new formats to reach and impact to consumers in a non-intrusive way, such as the social media scenario. In this context, and as a starting point of research, the figure of the influencer is gaining strength, a strategic tool that has been used by many brands and has generated a so high economic impact in some areas such as fashion, for example. So, the objective is, therefore, to delve into the influencing effect that these persuaders have on consumers in their choice of fashion brands. The methodology used is based on a three-pronged approach and includes several qualitative and quantitative research techniques and addresses both consumers and influencers. Thus, supported by Keller's Resonance Model, 9 in-depth interviews were conducted with influencers on Instagram and 1080 responses were obtained to a survey of follower. The results indicate that brand loyalty is amplified thanks to the resonance that influencers contribute to through their collaborative actions with these brands.
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