Social media marketing and its impact on customer based brand equity of luxury fashion products
Luxury companies have recently started using social media platforms to reach their customers, increase brand awareness, encourage brand loyalty, improve perception of perceived quality and therefore enhance brand equity. Companies have the ability to reach millions of people through these online med...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2013
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| Online Access: | https://eprints.nottingham.ac.uk/26698/ |