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...

Full description

Bibliographic Details
Main Author: Pitt, Christine
Other Authors: Botha, Elsamari
Format: Dissertation
Language:English
Published: University of Cape Town 2017
Subjects:
Online Access:http://hdl.handle.net/11427/25061