Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity

Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity

The current research explores how consumer brand engagement (CBE) serves as a mediator between social media marketing (SMM) and consumer- based brand equity (CBBE) within the context of luxury perfume brands. Using a quantitative approach, data was collected from 322 participants who possess sub...

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Bibliographic Details
Main Authors: Yossie Rossanty, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring, Amlys Syahputra Silalahi
Format: Article
Language:English
Published: EconJournals 2024-10-01
Series:International Review of Management and Marketing
Subjects:
Social Media Marketing, Consumer Brand Engagement, Consumer-Based Brand Equity, Perfume Brand
Online Access:https://mail.econjournals.com/index.php/irmm/article/view/17229
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