The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands
Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e., brand experience, brand attribute, brand familiarity, endorser effect, online advertisement and social media) on consumer-brand relationship. Design/methodology/approach: This study proposed a con...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2017
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| Online Access: | https://eprints.nottingham.ac.uk/41953/ |