THE IMPACT OF SOCIAL MEDIA BRAND COMMUNICATION ON BRAND EQUITY FOR YOUNG CONSUMERS: INTERNATIONAL HIGH STREET FASHION BRANDING IN CHINA

被引：0

作者：

Kan, Yuna ^{[1
]}

Dennis, Charles ^{[1
]}

Melewar, T. C. ^{[1
]}

Foroudi, Pantea ^{[1
]}

机构：

[1] Middleses Univ, Dept Mkt Branding & Tourism, Sch Business, London, England

来源：

GLOBAL AND NATIONAL BUSINESS THEORIES AND PRACTICE: BRIDGING THE PAST WITH THE FUTURE | 2017年

关键词：

Brand equity; Marketing communications; Social media; High street fashion;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：2156 / 2157

页数：2

共 37 条

[31] Social media marketing activities on brand equity and purchase intention among Chinese smartphone consumers during COVID-19 [J].

Jiang Shuyi ;

Al Mamun, Abdullah ;

Naznen, Farzana .

JOURNAL OF SCIENCE AND TECHNOLOGY POLICY MANAGEMENT, 2024, 15 (02) :331-352

[32] Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs) [J].

Buzeta, Cristian ;

De Pelsmacker, Patrick ;

Dens, Nathalie .

JOURNAL OF INTERACTIVE MARKETING, 2020, 52 :79-98

[33] Cultivating domestic brand love through social media marketing activities: Insights from young consumers in an emerging market [J].

Nurhadi, Mochamad ;

Suryani, Tatik ;

Fauzi, Abu Amar .

ASIA PACIFIC MANAGEMENT REVIEW, 2025, 30 (01)

[34] Young consumers' motivational drivers of brand engagement behavior on social media sites A synthesized U&G and TAM framework [J].

Florenthal, Bela .

JOURNAL OF RESEARCH IN INTERACTIVE MARKETING, 2019, 13 (03) :351-391

[35] BUILDING BRAND LOYALTY THROUGH SOCIAL MEDIA IN TIMES OF ECONOMIC CRISIS: A GENDER AND GEN Y PERSPECTIVE OF LUXURY FASHION CONSUMERS IN SOUTH EAST EUROPE [J].

Gubatova, Zlatina ;

Kapoulas, Alexandros ;

Cheng, Ranis .

GLOBAL AND NATIONAL BUSINESS THEORIES AND PRACTICE: BRIDGING THE PAST WITH THE FUTURE, 2017, :695-705

[36] The Impact of Social Media Marketing on Digital Service Adoption in Educational Institutions: Exploring the Mediating Role of Brand Equity, Trust, and Word-Of-Mouth Advertising [J].

Khorsandi, Hosna ;

Kazemi, Behzad ;

Zeynali, Simin ;

Mohsenibeigzadeh, Mahsa ;

Zarei, Pedram ;

Mirshekari, Shahin .

TEHNICKI GLASNIK-TECHNICAL JOURNAL, 2025, 19 (03) :396-403

[37] RETRACTED: Evaluating the influence of social media on brand sacralization An empirical study among young online consumers (Retracted article. See vol. 6, pg. 192, 2017) [J].

Das, Payel ;

Mandal, Santanu .

SOUTH ASIAN JOURNAL OF GLOBAL BUSINESS RESEARCH, 2016, 5 (03) :424-446

← 1 2 3 4 →