Role of traditional and social media in developing consumer-based brand equity
New communication channels are creating tremendous opportunities for marketers. The study aims to identify the role of marketing communication through an outdated and social media consumer-based brand equity. Industries including fashion, mobile service, and soft drinks were selected to better under...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
John Wiley and Sons Ltd.
2022
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| Subjects: | |
| Online Access: | http://eprints.utm.my/103551/ http://dx.doi.org/10.1002/pa.2469 |
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