Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity
The current research explores how consumer brand engagement (CBE) serves as a mediator between social media marketing (SMM) and consumer- based brand equity (CBBE) within the context of luxury perfume brands. Using a quantitative approach, data was collected from 322 participants who possess sub...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/17229 |
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