The Role of Social Media Communication in Brand Equity Creation: An Empirical Study. (Record no. 51151)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01631nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190425150911.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190425b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Alam, Mohd. Sarwar |
| 9 (RLIN) | 33494 |
| 245 ## - TITLE STATEMENT | |
| Title | The Role of Social Media Communication in Brand Equity Creation: An Empirical Study. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 34-78 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Social media interactions among consumers have changed the marketing scenario. Businesses are actively present on social media platforms so that they can understand how consumers are responding to anything related to their brands. This is imperative as the consumers' online interactions and discussions are shaping the brand's image and purchase intentions. In the light of this environment, this study aims at finding out the influence of social media communications on brand equity with special focus on how the two dimensions of social media communication, i.e., brand or firm-related content and user-generated content influence brand equity and purchase intentions. The study shows that firm-created content over social media significantly influences functional brand image, whereas user-generated content significantly influences brand awareness and hedonic brand image. Further, brand awareness and hedonic brand image lead to brand attitude, which finally impacts purchase intention |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Brand image |
| Uncontrolled term | Brand equity |
| Uncontrolled term | Social media |
| Uncontrolled term | Corporate communications |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Khan, Bilal Mustafa |
| 9 (RLIN) | 33495 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30415 |
| Host Itemnumber | 74210 |
| Main entry heading | MURTHY, E N |
| Place, publisher, and date of publication | IUP PUBLICATION HYDERABAD |
| Other item identifier | 55510091 |
| Title | BRAND MANAGEMENT |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 25/04/2019 | Vol 16, No 1/ 55510091JA3 | 55510091JA3 | 25/04/2019 | 25/04/2019 |