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Analisis pengaruh aktivitas social media marketing terhadap customer equity pada merek new luxury : studi kasus Merek Zara
The growth of interest in the use of social media marketing (SMM) as one of their marketing strategy among luxury fashion brands increases (Kim dan Ko, 2011). Based on previous study (Kim dan Ko, 2011), this study set out to identify attributes of SMM activities and examine the relationships between three key factors effecting customer equity, which are value equity, relationship equity, and brand equity, and purchase intention. The fashion brand sample uses in this study is Zara where Zara practices the concept of new luxury brand. Five contructs of SMM activities are entertainment, interaction, trendiness, customization, and word-of-mouth.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8378 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Marketing strategy Brand equity Purchase intention Fashion Luxury brands Consumer equity Social media marketing |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xix, 208 p. : diagr., il. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |