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Unlocking the power of social media marketing : investigating the role of posting, interaction, and monitoring capabilities in building brand equity
Laradi, Sofiane; Berber, Noureddine; Rehman, Hafiz Mudassir - In: Cogent business & management 10 (2023) 3, pp. 1-17
Given the extensive utilisation of social media, brands have grown increasingly dependent on it to build brand equity. As a result, acquiring specific capabilities in the realm of digital marketing has become a necessity. This research aims to investigate the essence of Social Media Marketing...
Persistent link: https://www.econbiz.de/10014506002
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Digital consumer-based branding among football clubs : determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms
Matin, Arian; Khoshtaria, Tornike; Mercan, Metin; … - In: International journal of technology marketing : IJTMkt 17 (2023) 4, pp. 378-408
Persistent link: https://www.econbiz.de/10014428116
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A classificatory scheme for antecedents of the sources of "online brand equity"
Rana, Arunima; Bhatt, Anil; Rani, Leela - In: Journal of research in interactive marketing : … 9 (2015) 4, pp. 262-298
Persistent link: https://www.econbiz.de/10011455995
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Consumer based brand equity in the 21st century : an examination of the role of social media marketing
Yazdanparast, Atefeh; Joseph, Mathew; Muniz, Fernanda - In: Young consumers : insight and ideas for responsible … 17 (2016) 3, pp. 243-255
Persistent link: https://www.econbiz.de/10011615374
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Leveraging marketer-generated appeals in online brand communities : an individual user-level analysis
Weiger, Welf H.; Wetzel, Hauke; Hammerschmidt, Maik - In: Journal of service management 28 (2017) 1, pp. 133-156
Persistent link: https://www.econbiz.de/10011655001
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Brand gender and consumer-based brand equity on Facebook : the mediating role of consumer-brand engagement and brand love
Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, … - In: Journal of business research : JBR 96 (2019), pp. 376-385
Persistent link: https://www.econbiz.de/10011981098
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Tracking brand positioning for an emerging destination : 2003 to 2015
Pike, Steven; Gentle, Jane; Kelly, Louise; Beatson, Amanda - In: Tourism and hospitality research : the surrey quarterly … 18 (2018) 3, pp. 286-296
Persistent link: https://www.econbiz.de/10011884810
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Consumer-based brand equity (CBBE) and the role of social media communications : qualitative findings from the Malaysian automotive industry
Ridwan Adetunji Raji; Sabrina Mohd Rashid; Sobhi Mohd Ishak - In: Journal of marketing communications 25 (2019) 5, pp. 511-534
Persistent link: https://www.econbiz.de/10012203331
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Influencing COBRAs : the effects of brand equity on the consumer's propensity to engage with brand-related content on social media
Schivinski, Bruno; Muntinga, Daan G.; Pontes, Halley M.; … - In: Journal of strategic marketing 29 (2021) 1, pp. 1-23
Persistent link: https://www.econbiz.de/10012424705
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Like it or not! : brand communication on social networking sites triggers consumer-based brand equity
Arya, Vikas; Paul, Justin; Sethi, Deepa - In: International journal of consumer studies 46 (2022) 4, pp. 1381-1398
Persistent link: https://www.econbiz.de/10013328299