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Do social media marketing activities enhance customer equity? An empirical…
Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand
Angela J Kim, Eunju Ko
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Marketing communication
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Equity
Value equity: utility of brans, quality, price
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Burberry launched a social networking with a non commercial purpose; what would later fall on sales increase
Dolce & Gabbana, invites fashion bloggers to their fashion shows, these instantly generates communication with fans of the brand
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