Social media marketing efforts of luxury brands : influence on brand equity and consumer behavior
Year of publication: |
December 2016
|
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Authors: | Godey, Bruno ; Manthiou, Aikaterini ; Pederzoli, Daniele ; Rokka, Joonas ; Aiello, Gaetano ; Donvito, Raffaele ; Singh, Rahul |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 12, p. 5833-5841
|
Subject: | Social media marketing | Brand equity | Preference | Loyalty | Price premium | Luxury brands | International | Online-Marketing | Internet marketing | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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