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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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Bibliographic Details
Main Author:	Moorjani, Shivani
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2013
Online Access:	https://eprints.nottingham.ac.uk/26698/

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