Analyzing consumer-based brand equity on Facebook: the impact of brand gender
In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumer-based brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and fem...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10174/20000 |
| Country: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/20000 |