Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention

The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured questio...

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Veröffentlicht in:	Amfiteatru economic 2023-02, Vol.25 (62), p.265-282
Hauptverfasser:	Ahmed, Rizwan Raheem, Zaidi, Erum Zahoor, Alam, Syed Hasnain, Streimikiene, Dalia, Parmar, Vishnu
Format:	Artikel
Sprache:	eng
Schlagworte:	brand equity Brand image Brand loyalty brand satisfaction Brands Business Economy / Management Clinics Communication studies Consumer behavior customer equity Customers Equity haute couture Marketing Marketing / Advertising purchase intention Social media social media marketing efforts Social networks structural equation modeling
Online-Zugang:	Volltext
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