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Иш: Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity

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  5. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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  6. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

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  7. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior

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  8. Social media in marketing: A review and analysis of the existing literature

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  9. A Paradigm for Developing Better Measures of Marketing Constructs

    Gilbert A. Churchill

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  10. Managing brand equity : capitalizing on the value of a brand name.

    David A. Aaker

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  11. Brand Synthesis: The Multidimensionality of Brand Knowledge

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  12. Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation

    Mayank Yadav, Zillur Rahman

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  13. The value relevance of digital marketing capabilities to firm performance

    Christian Homburg, Dominik M. Wielgos

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  14. Closing the Marketing Capabilities Gap

    George S. Day

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  15. Sport and social media research: A review

    Kevin Filo, Daniel Lock, Adam Karg

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  16. Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

    Lisette de Vries, Sonja Gensler, Peter S. H. Leeflang

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  17. The Capabilities of Market-Driven Organizations

    George S. Day

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  18. Social media: The new hybrid element of the promotion mix

    W. Glynn Mangold, David J. Faulds

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  19. An Examination of Selected Marketing Mix Elements and Brand Equity

    Bong-Goo Yoo, Naveen Donthu, Sungho Lee

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  20. Relationships between social Web, IMC and overall brand equity

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  21. Perceived social media marketing activities and consumer-based brand equity

    Kian Yeik Koay, Derek Lai Teik Ong, Kim Leng Khoo +1

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  22. What Makes Online Content Viral?

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  23. Digital Marketing Excellence

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