Social media and customer-based brand equity: An empirical investigation in retail industry
Year of publication: |
2018
|
---|---|
Authors: | Colicev, Anatoli ; Malshe, Ashwin ; Pauwels, Koen |
Published in: |
Administrative Sciences. - Basel : MDPI, ISSN 2076-3387. - Vol. 8.2018, 3, p. 1-16
|
Publisher: |
Basel : MDPI |
Subject: | customer-based brand equity | earned social media | high/low involvement | owned social media | retail industry | utilitarian/hedonic goods |
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