articleJournal of Business ResearchOct 31, 2011Closed access

Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

AJAngella J. KimEKEunju Ko

University of Minnesota · Samsung (South Korea)

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Abstract

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Topics & keywords

Topics
Keywords
  • Brand equity
  • Customer equity
  • Business
  • Equity theory
  • Marketing
  • Advertising
  • Equity risk
  • Equity capital markets
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