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Published in:
Introduction: Integrated Communications in the Postmodern Age Read chapter Read first chapter

2015 | OriginalPaper | Chapter

The Effects of Marcoms and Social Interaction through Virtual Communities on Consumer-Based Brand Equity

Authors : Bayram Zafer Erdoğan, Tolga Torun

Published in: Integrated Communications in the Postmodern Era

Publisher: Palgrave Macmillan UK

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This chapter will explore the following objectives: Examine the structure of virtual communities in the virtual environmentIdentify the effects of virtual communities on marketing communications (hereafter “marcoms”), social interaction, and brand equityIllustrate components of consumer-based brand equityExamine marcoms and social interaction through virtual communitiesUnderstand the effects of marcoms and social interaction through virtual communities on consumer-based brand equity

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Metadata
Title
The Effects of Marcoms and Social Interaction through Virtual Communities on Consumer-Based Brand Equity
Authors
Bayram Zafer Erdoğan
Tolga Torun
Copyright Year
2015
Publisher
Palgrave Macmillan UK
Book
Integrated Communications in the Postmodern Era

Print ISBN: 978-1-349-48204-7

Electronic ISBN: 978-1-137-38855-1

Copyright Year: 2015

DOI
https://doi.org/10.1057/9781137388551_6

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