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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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Bibliographic Details
Main Author:	Shen, Qiao
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2016
Online Access:	https://eprints.nottingham.ac.uk/36439/

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