Are social media replacing traditional media in terms of brand equity creation
@article{Bruhn2012AreSM, title={Are social media replacing traditional media in terms of brand equity creation}, author={M. Bruhn and Verena Schoenmueller and Daniela B. Sch{\"a}fer}, journal={Management Research Review}, year={2012}, volume={35}, pages={770-790} }
Purpose - The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer-based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm-created and user-generated social media communication. Design/methodology… Expand
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