"Your comments boost my value!" : the mediator role of emotional brand attachment between brand equity and social media engagement
Amélia Brandão and Áurea Silva Ramos
| Year of publication: |
2024
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|---|---|
| Authors: | Brandão, Amélia Maria Pinto da Cunha ; Ramos, Áurea Silva |
| Published in: |
Journal of marketing for higher education. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7144, ZDB-ID 2095943-6. - Vol. 34.2024, 2, p. 1220-1249
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| Subject: | PLS-SEM | brand equity | higher education | emotional brand attachment | EWOM | SmartPLS | social media engagement | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenführung | Brand management | Emotion | Markentreue | Brand loyalty | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08841241.2023.2275749 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015190041