Do social media marketing activities enhance customer equity ? An empirical study of luxury fashion brand ☆

@inproceedings{Kim2012DoSM,
  title={Do social media marketing activities enhance customer equity ? An empirical study of luxury fashion brand ☆},
  author={Angella J. Kim and Eunju Ko},
  year={2012}
}
a r t i c l e i n f o Keywords: Luxury brands Perceived social media marketing (SMM) activities Value equity Relationship equity Brand equity Customer equity Purchase intention In light of a growing interest in the use of social media marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention… CONTINUE READING