articleTop 1% cited
Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior
Journal of Business Research · 2016 · Vol. 69(12) · pp. 5833–5841
Bruno Godey✉(NEOMA Business School)Aikaterini Manthiou(NEOMA Business School)Daniele Pederzoli(NEOMA Business School)Joonas Rokka(École de management de Lyon)Gaetano Aiello(University of Florence)Raffaele Donvito(University of Florence)Rahul Singh(Institute of Management Technology)
Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationMedia Influence and HealthBrand equityAdvertisingSocial mediaBusinessBrand managementSocial media marketingMarketingBrand loyaltyBrand awarenessBrand extension
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