• DOI:10.1108/01409171211255948
Corpus ID: 154950313

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}
}

• M. Bruhn, Verena Schoenmueller, Daniela B. Schäfer
• Published 2012
• Business
• Management Research Review

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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