Platform Brand Value: Construct and Measurement —An Empirical Research Based on the Data of Social Media

Abstract

The article develops and empirically tests a model of brand value. More specifically, this study re-explores how dimensions form and interact from a prosumer perspective. A quantitative approach is adopted in this study, using structural equation model based on covariance (CB-SEM) to explore logical relationships between dimensions of brand value. A new five-dimensional platform brand value is supported, including brand experience, brand knowledge, brand relationship quality, brand citizenship behavior and brand esteem. Furthermore, the interactions between the dimensions are empirically verified. The research takes a prosumer-centric view of platform brand value and in doing so and provides new insight into the effect on prosumers. Additionally, the research offers an improved level of brand value, which is the core starting point of platform enterprises. The findings offer new insight to brand managers, identifying possibility of the prosumption logic shaping a new business model, giving some inspiration to the commercial management practice from the micro level. And it was found that the prosumption logic offers an original perspective from which to explore platform brand value, and cuts through the core of a complex chain of relationships to explain the logic of a complex interaction.