Emerald期刊
期刊
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作者:Francesca Ceruti , Mirko Perano
来源:[J].British Food Journal(IF 0.614), 2019, Vol.121 (9), pp.2036-2051Emerald
摘要:From literature, an uncovered issue around the customer-based brand equity (CBBE) is detected: the influence of sensorial preferences on the relationship between social media communication and CBBE. The purpose of this paper is to investigate the effects produced by social m...
作者:Francesca Ceruti , Roberto Chierici
来源:[J].Journal of Research in Interactive Marketing, 2018, Vol.12 (1), pp.2-21Emerald
摘要:Purpose(#br)The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of customer-based brand equi...

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