The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia

Developing and managing brand equity are top priorities for many organizations because brand is one of the most prized assets of organizations. As such, academia continues to exert substantial efforts on understanding the factors that influence the development of Consumer-Based Brand Equity (CBBE) a...

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Bibliographic Details
Main Author: Adetunji, Raji Ridwan
Format: Thesis
Published: 2018
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