The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse
Recently, the effects of advertising campaigns are not only by increasing sales revenues but by something even more important in the long run – brand equity.Brand equity is currently one of the most sought after field of research. Meanwhile, considerable efforts have been put into studying online ad...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier Ltd.
2014
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/13000/1/pro5.pdf |