Do firm-created contents on social media enhance brand equity and consumer response among consumers of automotive brands?
Ridwan Adetunji Raji, Sabrina Mohd Rashid, Sobhi Mohd Ishak, and Bahtiar Mohamad
| Year of publication: |
2020
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|---|---|
| Authors: | Ridwan Adetunji Raji ; Sabrina Mohd Rashid ; Sobhi Mohd Ishak ; Bahtiar Mohamad |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 26.2020, 1, p. 19-49
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| Subject: | CBBE | consumer response | firm-created contents (FCC) | social media advertising | social media interactive marketing | social media promotions | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2019.1612490 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179101