articleJournal of Business ResearchJun 26, 2016Closed access

Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior

BGBruno GodeyAMAikaterini ManthiouDPDaniele PederzoliJRJoonas RokkaGAGaetano Aiello

NEOMA Business School · École de management de Lyon · +2 more institutions

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Abstract

No abstract available for this paper.

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1,366
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179.82
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100%
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Authors

7

Topics & keywords

Topics
Keywords
  • Brand equity
  • Advertising
  • Social media
  • Business
  • Brand management
  • Social media marketing
  • Marketing
  • Brand loyalty
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