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Question:
Brand value (also called brand equity) is a set of assets and liabilities linked to a brand, its name
and symbol, that add to or subtract from the value provided by a product or service to a firm
and/or that firm’s customers (Aaker, 1991, p.15). It means that the brand value can be assessed
from two perspectives: the customer and the firm. In recent years, brand is no longer just a
symbol of the product or service, it is becoming more important in defining the whole marketing
mix and company wealth (Koch & Dikmen, 2015)
Effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook.
What is video marketing definition?
An investigation of the effects of social media marketing
.
Corporate Sustainable Development and Marketing Communications on Social Media:
Managerial guidelines for social media integration
.
Strategic relationship management and service brand marketing
.
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