Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention

Author:

Dabbous Amal,Barakat Karine Aoun

Publisher

Elsevier BV

Subject

Marketing

Reference73 articles.

1. Measuring brand equity across products and markets;Aaker;Calif. Manag. Rev.,1996

2. Finding high-quality content in social media;Agichtein,2008

3. Role of social media marketing to enhance CRM and brand equity in terms of purchase intention;Ahmed;Asian J. Manag. Res.,2014

4. Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective;Anderson;J. Retail. Consum. Serv.,2014

5. Work and/or fun: measuring hedonic and utilitarian shopping values;Babin;J. Consum. Res.,1994

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