2015 | OriginalPaper | Buchkapitel
The Effects of Marcoms and Social Interaction through Virtual Communities on Consumer-Based Brand Equity
verfasst von : Bayram Zafer Erdoğan, Tolga Torun
Erschienen in: Integrated Communications in the Postmodern Era
Verlag: Palgrave Macmillan UK
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
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