articleTop 1% cited
Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand
Journal of Business Research · 2011 · Vol. 65(10) · pp. 1480–1486
Angella J. Kim✉(University of Minnesota)Eunju Ko(Samsung (South Korea))
Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationCustomer Service Quality and LoyaltyBrand equityCustomer equityBusinessEquity theoryMarketingAdvertisingEquity riskEquity capital marketsEconomicsCustomer retention
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References
Structural equation modeling in practice: A review and recommended two-step approach.
Psychological Bulletin · 1988 · 39,204 citations
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Journal of Marketing · 2003 · 2,118 citations
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