ABOUT BOOK

Purpose Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets. Design/methodology/approach Qualitative research using cognitive maps. Findings BH empowers BE and should be explored within B2B communications. Research limitations/implications Brand image and other BH dimensions should be measured in next studies. Practical implications BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions. Social implications Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price. Originality/value Interaction between BH, SM and BE in B2B has not been evaluated yet.