Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention

Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention

The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured ques...

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Bibliographic Details
Main Authors: Rizwan Raheem Ahmed, Erum Zahoor Zaidi, Syed Hasnain Alam, Dalia Streimikiene, Vishnu Parmar
Format: Article
Language:English
Published: Editura ASE 2023-02-01
Series:Amfiteatru Economic
Subjects:
social media marketing efforts
brand equity
purchase intention
customer equity
brand satisfaction
haute couture
structural equation modeling.
Online Access:https://www.amfiteatrueconomic.ro/temp/Article_3186.pdf
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https://www.amfiteatrueconomic.ro/temp/Article_3186.pdf

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