Consumer-based brand equity (CBBE) and the role of social media communications : qualitative findings from the Malaysian automotive industry
Ridwan Adetunji Raji, Sabrina Mohd Rashid and Sobhi Mohd Ishak
| Year of publication: |
2019
|
|---|---|
| Authors: | Ridwan Adetunji Raji ; Sabrina Mohd Rashid ; Sobhi Mohd Ishak |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 25.2019, 5, p. 511-534
|
| Subject: | automotive brands | Consumer-based brand equity | social media communications | Social Web | Social web | Kfz-Industrie | Automotive industry | Markenimage | Brand image | Malaysia | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2018.1455066 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203331