Book chapter


How Social Media Marketing Efforts Influence Brand Equity Creation and Its Consequences : The Case of Luxury Brands


in Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference

by Manthiou, Aikaterini ; Rokka, Joonas ; Godey, Bruno ; TANG, Liang Rebecca

Published by Springer 2015 | In anglais

ISBN: 978-3-319-11815-4

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