Do social networking sites contribute for building brands? : evaluating the impact of users' participation on brand awareness and brand attitude
Daniela Langaro, Paulo Rita and Maria de Fátima Salgueiro
| Year of publication: |
March 2018
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|---|---|
| Authors: | Langaro, Daniela ; Rita, Paulo ; Salgueiro, Maria de Fátima |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 2, p. 146-168
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| Subject: | brand awareness | brand attitude | Facebook | structural equation modelling | social media | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1036100 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011852935