Sökning: "Arthur Heurtaux"

Hittade 1 uppsats innehållade orden Arthur Heurtaux.

  1. 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)

    Författare :Laszlo Alexandru Gyori; Arthur Heurtaux; Pedro Alonso Talavera; [2017]
    Nyckelord :Social Media; Brand Communities; Customer-Based Brand Equity; Service Industry; Perceived Brand Trust; Culture;

    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