Leveraging social media-based determinants to build customer-based brand equity of a retailer
Manisha Mathur
| Year of publication: |
2018
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|---|---|
| Authors: | Mathur, Manisha |
| Published in: |
The international review of retail, distribution and consumer research. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0959-3969, ZDB-ID 1098588-8. - Vol. 28.2018, 5, p. 554-575
|
| Subject: | Consumer engagement | social media | consumer responses | brand equity | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenimage | Brand image | Markenführung | Brand management | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/09593969.2018.1509799 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011988220