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Social Web, IMC, and Brand Equity Study by giangnguyen.31231027560 is a document available to read on EtoBox.

What is Social Web, IMC, and Brand Equity Study about?

This study empirically examines the relationships between social web, integrated marketing communications (IMC), and overall brand equity, highlighting the moderating role of national culture. Findings indicate strong positive relationships between social web and IMC, and between IMC and brand equity, with national culture significantly influencing these relationships. The research emphasizes the importance of consistent marketing communications and effective management of user-generated content in building

Author

giangnguyen.31231027560

Language

EN