What Drives Users of Social Networking Sites to Forward Fashion Brand Ads? Exploring the Effects of Brand Equity Dimensions
Purpose – The purpose of this study is to explore the influence of consumer-based brand equity dimensions (CBBE), namely brand awareness, brand associations, perceived quality, and brand loyalty, on the intention of users on social networking sites to forward fashion brand advertisements to their co...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2024-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/473063 |
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