What Drives Users of Social Networking Sites to Forward Fashion Brand Ads? Exploring the Effects of Brand Equity Dimensions

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...

Full description

Saved in:
Bibliographic Details
Main Author: Alma Opić
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2024-01-01
Series:Tržište
Subjects:
brand equity
social networking sites
forwarding intention
fashion brands
Online Access:https://hrcak.srce.hr/file/473063
Tags: Add Tag
No Tags, Be the first to tag this record!

Similar Items

Similar Items