Improving the value of the retailer brand through social media equity
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DOI: 10.1057/s41262-020-00195-6
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- Shuihua Han & Yudi Mo & Zhenyuan Liu & Cheng Lei & Zhen Ye, 2024. "The impact of public climate change concern on sustainable product consumption: a case study of new energy vehicles in China," Annals of Operations Research, Springer, vol. 342(1), pages 323-353, November.
- Duygu Akdevelioglu & Selcan Kara & Victor Perotti, 2024. "The impact of consumer personality and social network position on brand community engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 235-250, May.
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Keywords
Brand value; Brand equity; Social media; Brand social capital;All these keywords.
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