Impact of social media on brand equity : the case of Super Bock

This dissertation intends to study the impact of social media on brand equity, with focus on the portuguese beer brand Super Bock. This study was conducted using a model to measure brand equity based on the Multidimensional Consumer-based Brand Equity scale (MBE) and Overall Brand Equity (OBE) by Yo...

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Bibliographic Details
Main Author: Guimarães, Afonso Meireles Bello (author)
Format: masterThesis
Language:eng
Published: 2018
Subjects:
Social media
Brand equity
Awareness
Associations
Perceived quality
Loyalty
Valor marca
Notoriedade
Associações
Qualidade percebida
Lealdade
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/26256
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/26256

Internet

http://hdl.handle.net/10400.14/26256

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