Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia

• Main Authors: Raji Ridwan Adetunji,, Sabrina Mohd Rashid,, Mohd Sobhi Ishak,
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2018
• Online Access: http://journalarticle.ukm.my/11726/1/24422-72176-1-PB.pdf; http://journalarticle.ukm.my/11726/; http://ejournal.ukm.my/mjc/issue/view/1075

Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studi...