Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand
Year of publication: |
2012
|
---|---|
Authors: | Kim, Angella J. ; Ko, Eunju |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 65.2012, 10, p. 1480-1486
|
Publisher: |
Elsevier |
Subject: | Luxury brands | Perceived social media marketing (SMM) activities | Value equity | Relationship equity | Brand equity | Customer equity | Purchase intention |
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