Confirmation of Candidate - The Influence of Corporate Communication on Brand Relationship

The ubiquitous presence of social media platforms empowers corporations to communicate their values, products, and services to a broad audience, thereby contributing to the building of positive brand relationships. However, this ubiquity also enables consumers to express and disseminate their negative perceptions of brands, potentially leading to adverse outcomes such as brand cancellation. Despite growing interest in branding relationship, the influence of corporate communication on brand relationships remains insufficiently explored. Given this, this study aims to address these gaps by examining the brand relationship from a corporate communications perspective on social media platforms, considering the crucial role of consumer engagement (CE). This study will examine some hypotheses and test a conceptual model by designing two studies. This study is timely and significant since it is not only based on society's current flashpoints (brand cancellation), but also focuses on the ongoing interest of marketing scholars (brand loyalty). Furthermore, this study will expand understanding by suggesting that consumer engagement, brought about by corporate communication approaches, may play a crucial role in strengthening brand loyalty while buffering brand cancellation.

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