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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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Bibliographic Details
Main Author:	Ning, Jing
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2017
Subjects:	Consumer-brand relationship health product brands linear regression model mediation effect
Online Access:	https://eprints.nottingham.ac.uk/41953/

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