About this document
Brand Image by alaaelkholi99 is a document available to read on EtoBox.
This document discusses how brand image can mediate the relationships between social media advertising content, social media sales promotion content, and behavioral intention. It reviews literature on functional and hedonic brand images and how marketing communications like advertising and promotions can enhance brand image. The study aims to examine the mediating effects of functional and hedonic brand image on the relationships between social media content, promotions, and consumer behavioral intention.
- Author
- alaaelkholi99
- Language
- EN