The influence of social media and brand equity on business-to-business marketing
Purpose – Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets. Design/methodology/approach – Qualitative research using cognitive maps. Findings – BH empowers BE and should be explored within B2B commu...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2023-07-01
|
| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2021-0114/full/pdf |