Intellectual Property Rights http://lists.repec.org/mailman/listinfo/nep-ipr Intellectual Property Rights 2026-06-15 How Societal and Individual Diversity Affect Brand Equity of High Versus Low Involvement Products https://d.repec.org/n?u=RePEc:zbw:esprep:341074&r=&r=ipr The popularity of social media across the world provides a modern communication platform as well as facilitates new virtual places for online communities where buyers talk about the brand and thus experience customer value. Customer perceived ethicality is gaining importance because buyers are highly concerned about the ethical performance of a company. So the primary aim of the present research is to explore how culture, personality, and motivation influence customer value such as social and content value which one after the other along with customer perceived ethicality affect brand equity and its dimensions of high versus low involvement products on social media based communities setting. The data is gathered from 600 community members of social media in Karachi and analysis is performed through the SmartPLS software. The results of the current investigation indicate that in the environment of social media-based communities extrinsic, extroversion, and collectivism characteristics of buyers represent social value whereas, intrinsic, introversion, and individualism qualities of buyers show content value. Then both customer value and customer perceived ethicality successfully influence the target variables i.e. brand equity and its all dimensions under study. Interestingly, the impact of customer-perceived ethicality is stronger for high-involvement products. On the other hand, the impact of both customer value for instance social and content value is stronger for low-involvement products. Thus, companies should convince buyers to keep on participating in social media and provide an environment that supports diversification to strengthen brand equity and its dimensions under study. Uddin, Mohiy Siddiqui, Danish Ahmed Social Media Based Community, Diversity, Content Value, Customer-Based Brand Equity, Customer Perceived Ethicality, Social Value 2026 A Review of Diversity, Customer Perceived Ethicality, and Seven Dimensions of Brand Equity in the perspective of Online Brand Community https://d.repec.org/n?u=RePEc:zbw:esprep:341071&r=&r=ipr In recent times, to emergence of multi-dimension viewpoints of decision-making and purchase processes which are based on diversification, customer value, and customer perception of ethicality have motivated companies to behave ethically to garner various benefits for their brands such as to remain competitive and improve their reputation. Interestingly in an online environment, different community members with characteristics behave differently in terms of exchanging information and making relations with each other. Thus, the present research attempts to review that in the presence of cultural, personality, and motivational diversity how customer perceived ethicality can lead to the formation of brand equity and its seven dimensions in the context of a social media-based community. From a conceptual point of view, the present research concludes that the ethical perception of a brand plays a key role in the generation of favorable results of brand equity and its seven different dimensions among consumers with different cultures, personalities and motivations in the social media-based community environment. Furthermore, in an online setting, the review also suggests that unethical perceptions of companies lead to the risk of sharing negative information which results in taking action against those companies. In addition, the study offers specific implications for academicians and practitioners. Mohiuddin Siddiqui, Danish Ahmed Ethicality, Diversity, Online Brand Community 2026