Like it or not! : brand communication on social networking sites triggers consumer-based brand equity

Vikas Arya, Justin Paul, Deepa Sethi

Year of publication:	2022
Authors:	Arya, Vikas ; Paul, Justin ; Sethi, Deepa
Subject:	artificial neural network \| brand attachment \| brand communication \| brand created content \| consumer-based brand equity \| social networking sites \| user generated content \| Markenimage \| Brand image \| Social Web \| Social web \| Markenführung \| Brand management \| Konsumentenverhalten \| Consumer behaviour \| Online-Marketing \| Internet marketing \| Werbewirkung \| Advertising effects \| Beziehungsmarketing \| Relationship marketing \| Markenartikel \| Brand

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Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Other identifiers:	10.1111/ijcs.12763 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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