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

Journal of Business Research

Volumn 69, Issue 12, 2016, Pages 5833-5841

  Godey, Bruno ^a   Manthiou, Aikaterini ^a   Pederzoli, Daniele ^a   Rokka, Joonas ^b   Aiello, Gaetano ^c   Donvito, Raffaele ^c   Singh, Rahul ^d  

^a NEOMA BUSINESS SCHOOL   (France)

^b EMLYON BUSINESS SCHOOL   (France)

^c UNIVERSITY OF FLORENCE   (Italy)

^d BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY   (India)

Author keywords

Brand equity; International; Loyalty; Luxury brands; Preference; Price premium; Social media marketing

Indexed keywords

EID: 84989779345     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2016.04.181     Document Type: Article

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