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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Detalhes bibliográficos
Autor principal: Guimarães, Afonso Meireles Bello (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2018
Assuntos:
Social media
Brand equity
Awareness
Associations
Perceived quality
Loyalty
Valor marca
Notoriedade
Associações
Qualidade percebida
Lealdade
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/26256
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/26256

Texto Completo

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

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