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: | , |
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| 格式: | Article |
| 語言: | English |
| 出版: |
Elsevier Ltd.
2014
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| 主題: | |
| 在線閱讀: | 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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