How Influential Are They? An explorative study into the relationship between consumer-based brand equity and influencer endorsements.

Abstract: Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity?  Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. Due to the explorative nature of this paper, the authors have conducted 10 semi-structured interviews. This method generated a depth of information which was then coded for the analysis process.  Findings: The findings of the research suggest a strong relation between frequent engagement from the influencer and brand awareness through endorsement. There is also a positive association between the relationship with an influencer. Furthermore, trust in influencers is built through two components, knowledge/expertise and authenticity, however, trust does not influence brand loyalty.  Limitations: The interviews were conducted in English although English was not the first language for any of the participants, this caused some confusion when the interviewees had to explain the more technical terms in simplified language. Furthermore, this may have hindered their ability to express themselves 100% accurately, however, the researchers made sure to get a detailed answer for every question to ensure nothing was lost in translation.  Keywords: Influencer, influencer endorsement, brand equity, brand loyalty, brand image, brand awareness, trust, knowledge, expertise, authenticity.