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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Main Authors: Busen, Salem Mohamed S., Mustaffa, Che Su
Format: Article
Language:English
Published: Elsevier Ltd. 2014
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Online Access:http://repo.uum.edu.my/13000/1/pro5.pdf
http://repo.uum.edu.my/13000/
http://dx.doi.org/10.1016/j.sbspro.2014.10.263
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Institution: Universiti Utara Malaysia
Record Id: my.uum.repo.13000
epo.13000