THE ROLES OF BRAND IMAGE AND BRAND ASSOCIATIONS IN MILLENNIAL CONSUMERS’ ENGAGEMENTS ON SOCIAL MEDIA

Authors

  • Dewan Golam Yazdani Showrav Assistant Professor of Marketing, Department of Business Administration, Faculty of Business and Entrepreneurship, Daffodil International University, Bangladesh
  • Mubina Khondkar Professor, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh

DOI:

https://doi.org/10.58964/JBA44N204

Keywords:

Brand Image, Brand Association, Consumer Engagement, Loyalty, Bangladeshi Millennial

Abstract

Consumer engagement is a crucial aspect of the relationship between consumers and brands, especially on social media platforms. The focus of this study is to better understand how brand image and brand associations impact Bangladeshi millennials' engagement on Facebook, the most popular social media platform in the country. The survey gathered primary data from 312 Bangladeshi millennials aged 20 to 40. The study developed and tested five hypotheses using structural equation modeling (SEM). The study's results confirmed that brand image and brand association significantly impact brand engagement among young consumers on social media. It also highlights the importance of brand association and consumer engagement in developing brand loyalty. However, the study also found that Bangladeshi young consumers' brand loyalty is unlikely to be influenced by brand image, which is a novel finding. The insights from this study can help marketers and practitioners develop strategies to improve brand engagement on social media, gain a competitive advantage, and ensure business sustainability.

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Published

17.02.2024

How to Cite

Showrav, D. G. Y., & Khondkar, M. (2024). THE ROLES OF BRAND IMAGE AND BRAND ASSOCIATIONS IN MILLENNIAL CONSUMERS’ ENGAGEMENTS ON SOCIAL MEDIA. Journal of Business Administration, 44(2), 79–99. https://doi.org/10.58964/JBA44N204

Issue

Vol. 44 No. 2 (2023): Journal of Business Administration

Section

Articles