Brand equity in the Twitch streamers market : A quantitative study of David Aaker’s brand equity model.

Abstract: Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. The data was collected through a self-completion questionnaire that was distributed via Facebook groups of desired target audience. Following, the data has been processed through the statistics software IBM SPSS. The outputs have been interpreted to later lead to the conclusions.  Findings: This research has found that Aaker´s conceptual framework of brand equity is applicable in the streamers context.  Research limitations: The limitations of this study were regarding sampling methods that lead to the study to not be generalizable.  Originality/Value: This study contributed to the body of knowledge as streamers as influencers is not a widely researched topic.