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: | , |
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| Format: | Article |
| Language: | English |
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Elsevier Ltd.
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/13000/1/pro5.pdf |
| _version_ | 1803626517044920320 |
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| author | Busen, Salem Mohamed S. Mustaffa, Che Su |
| author_facet | Busen, Salem Mohamed S. Mustaffa, Che Su |
| author_sort | Busen, Salem Mohamed S. |
| collection | UUM |
| description | 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 advertising impacts, but the effects of advertising on the demand, sales and market shares of Libyan products in the information age are still understudied.Adopting the theoretical perspective of a consumer-based model of brand equity, this study reviews past studies and proffers recommendation for future researchers to approach the highlighted gaps. |
| first_indexed | 2024-07-04T05:51:25Z |
| format | Article |
| id | uum-13000 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:51:25Z |
| publishDate | 2014 |
| publisher | Elsevier Ltd. |
| record_format | dspace |
| spelling | uum-130002016-05-12T01:18:21Z https://repo.uum.edu.my/id/eprint/13000/ The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse Busen, Salem Mohamed S. Mustaffa, Che Su HF Commerce 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 advertising impacts, but the effects of advertising on the demand, sales and market shares of Libyan products in the information age are still understudied.Adopting the theoretical perspective of a consumer-based model of brand equity, this study reviews past studies and proffers recommendation for future researchers to approach the highlighted gaps. Elsevier Ltd. 2014 Article PeerReviewed application/pdf en cc_by_nc_nd https://repo.uum.edu.my/id/eprint/13000/1/pro5.pdf Busen, Salem Mohamed S. and Mustaffa, Che Su (2014) The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse. Procedia - Social and Behavioral Sciences, 155. pp. 98-103. ISSN 1877-0428 http://dx.doi.org/10.1016/j.sbspro.2014.10.263 doi:10.1016/j.sbspro.2014.10.263 doi:10.1016/j.sbspro.2014.10.263 |
| spellingShingle | HF Commerce Busen, Salem Mohamed S. Mustaffa, Che Su The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse |
| title | The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse |
| title_full | The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse |
| title_fullStr | The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse |
| title_full_unstemmed | The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse |
| title_short | The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse |
| title_sort | role of interactive advertisements in developing consumer based brand equity a conceptual discourse |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/13000/1/pro5.pdf |
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