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Leveraging social media-based determinants to build customer-based brand equity of a retailer
Mathur, Manisha - In: The international review of retail, distribution and … 28 (2018) 5, pp. 554-575
Persistent link: https://www.econbiz.de/10011988220
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Do social media marketing activities enhance consumer perception of brands? : a meta-analytic examination
Ibrahim, Blend; Aljarah, Ahmad; Ababneh, Bashar - In: Journal of promotion management : innovations in … 26 (2020) 4, pp. 544-568
Persistent link: https://www.econbiz.de/10012179141
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A study on the effects of social media marketing activities on brand equity and customer response in the airline industry
Seo, Eun-Ju; Park, Jin-Woo - In: Journal of air transport management 66 (2018), pp. 36-41
Persistent link: https://www.econbiz.de/10011791960
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Examining a psychological sense of brand community in elderly consumers
Swimberghe, Krist; Darrat, Mahmoud A.; Beal, Brent D.; … - In: Journal of business research : JBR 82 (2018), pp. 171-178
Persistent link: https://www.econbiz.de/10011771835
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Technology-enabled community data for gaining pre-release brand insights
Divakaran, Pradeep Kumar Ponnamma - In: Technological forecasting & social change : an … 127 (2018), pp. 217-226
Persistent link: https://www.econbiz.de/10011956874
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Digital content marketing's role in fostering consumer engagement, trust, and value : framework, fundamental propositions, and implications
Hollebeek, Linda D.; Macky, Keith - In: Journal of interactive marketing : a quarterly … 45 (2019), pp. 27-41
Persistent link: https://www.econbiz.de/10011997974
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Online posting intention : do the social communication and brand equity of esports matter?
Wang, Xi; You, Xinyi; Xu, Yulan; Zheng, Jie - In: International journal of sports marketing & sponsorship 25 (2024) 1, pp. 161-187
Persistent link: https://www.econbiz.de/10014504965
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Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
Algharabat, Raed; Rana, Nripendra P.; Alalwan, Ali Abdallah - In: Journal of retailing and consumer services 53 (2020), pp. 1-13
Persistent link: https://www.econbiz.de/10012171962
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Effects of social media brand-related content on fashion products buying behaviour : a moderated mediation model
Schivinski, Bruno; Pontes, Nicolas; Czarnecka, Barbara; … - In: The journal of product & brand management 31 (2022) 7, pp. 1047-1062
Persistent link: https://www.econbiz.de/10013429018
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Hotel brand equity and online reviews on social commerce intention : a cross-level identification process
Huang, Guoqiong Ivanka; Wong, IpKin Anthony; Xiong, Xiling - In: International journal of hospitality management 105 (2022), pp. 1-10
Persistent link: https://www.econbiz.de/10013363630