The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse

Recently, the effects of advertising campaigns are not only by increasing sales revenues but by something even more important in the long run – brand equity.Brand equity is currently one of the most sought after field of research. Meanwhile, considerable efforts have been put into studying online ad...

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Bibliographic Details
Main Authors: Busen, Salem Mohamed S., Mustaffa, Che Su
Format: Article
Published: Elsevier Ltd. 2014
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