Influencing COBRAs : the effects of brand equity on the consumer's propensity to engage with brand-related content on social media
Year of publication: |
2021
|
---|---|
Authors: | Schivinski, Bruno ; Muntinga, Daan G. ; Pontes, Halley M. ; Łukasik, Przemysław |
Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 29.2021, 1, p. 1-23
|
Subject: | COBRAs | Consumer-based brand equity | engagement | online brand-related activities | online consumer behavior | social media | Social Web | Social web | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing |
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