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1. Relationships on social media based brand communities : Explaining the effect on customer-based brand equity in the service industry
Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)Sammanfattning : Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has been acknowledged as a successful marketing tool. LÄS MER
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