The effects of social media marketing on brand equity in Chinese fashion industry: A study of young adults
Abstract Brand equity plays a key role in companies’ profitability, which can reflect consumers’ attitudes and feelings towards a brand. This study investigates the effects of social media marketing on brand equity. Because of the increasing interest in social media marketing among fashion brands...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
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| Online Access: | https://eprints.nottingham.ac.uk/36439/ |