Unpacking the relationship between social media marketing and brand equity : the mediating role of consumers' benefits and experience
Lamberto Zollo, Raffaele Filieri, Riccardo Rialti, Sukki Yoon
| Year of publication: |
2020
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|---|---|
| Authors: | Zollo, Lamberto ; Filieri, Raffaele ; Rialti, Riccardo ; Yoon, Sukki |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 117.2020, p. 256-267
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| Subject: | Social media marketing | Brand equity | Luxury brands | Brand experience | Online community | Millenials | Online-Marketing | Internet marketing | Social Web | Social web | Markenführung | Brand management | Markenimage | Brand image | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.05.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012285993