Conceptualizing the social media communication impact on consumer based brand equity
Purpose of the article: The purpose of this paper is to identify the impact of consumer-brand communication in social media on brand equity, providing conceptual model. Methodology/methods: The model was prepared using methods of comparative and systematic analysis of scientific literature. Scient...
| Main Authors: | , |
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| Format: | Article |
| Language: | ces |
| Published: |
Faculty of Business and Management
2016-05-01
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| Series: | Trendy Ekonomiky a Managementu |
| Subjects: | |
| Online Access: | https://trends.fbm.vutbr.cz/index.php/trends/article/view/340 |