Do Firm-Created Contents on Social Media Enhance Brand Equity and Consumer Response Among Consumers of Automotive Brands?

Autor:	Sobhi Mohd Ishak, Sabrina Mohd Rashid, Bahtiar Mohamad, Ridwan Adetunji Raji
Rok vydání:	2019
Předmět:	Marketing business.industry Consumer response 0502 economics and business 05 social sciences Automotive industry 050211 marketing Social media Advertising Brand equity business 050203 business & management
Zdroj:	Journal of Promotion Management. 26:19-49
ISSN:	1540-7594 1049-6491
Popis:	The main objective of this study is to examine the roles of firm-created contents (FCCs) on social media in enhancing consumer-based brand equity (CBBE) and consumer response. In this study...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c58a53bb8a498a0496949432d20b2014 https://doi.org/10.1080/10496491.2019.1612490 Zobrazit plný text záznamu