B2B brand engagement in social media: The employee's perspective
Brand engagement, or the process of how customers and other stakeholders form emotional or rational attachments to brands has garnered considerable attention in the marketing literature in recent years. Brand engagement is important because it is a construct strongly related to brand equity, or in s...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Dissertation |
| Language: | English |
| Published: |
University of Cape Town
2017
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/11427/25061 |