The relationship between user-generated content and brand equity development

Abstract

The purpose of this study is to find out whether gender is an important element in the relationship between user-generated content and brand equity development. I construct my questionnaire questions based on a framework for brand equity which was established by Aaker (1991). I Choose the sample data from selected business school students in Wenzhou, China. I first make sure they are online review apps users. Then they get the chance to finish the rest of our questionnaire. I provide four statements for them and all the statements were measured on a 5-point Likert scale of agreement. I fail to find gender is an important element in the statement of the perceived brand quality part. However, the other three parts (Brand Awareness, Brand Associations, Brand Loyalty) still can be regarded as strong evidence to prove my topic. The result examines that gender is a key element in the relationship between user-generated content and brand equity development.