Consumer based brand equity in the 21st century : an examination of the role of social media marketing
Year of publication: |
2016
|
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Authors: | Yazdanparast, Atefeh ; Joseph, Mathew ; Muniz, Fernanda |
Published in: |
Young consumers : insight and ideas for responsible marketers. - Bingley : Emerald, ISSN 1747-3616, ZDB-ID 2253499-4. - Vol. 17.2016, 3, p. 243-255
|
Subject: | Social media marketing | Brand equity | Consumer-based brand equity | Online-Marketing | Internet marketing | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web |
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