What Drives Users of Social Networking Sites to Forward Fashion Brand Ads? Exploring the Effects of Brand Equity Dimensions

Purpose – The purpose of this study is to explore the influence of consumer-based brand equity dimensions (CBBE), namely brand awareness, brand associations, perceived quality, and brand loyalty, on the intention of users on social networking sites to forward fashion brand advertisements to their co...

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Bibliographic Details
Published in:Tržište
Main Author: Alma Opić
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2024-01-01
Subjects:
brand equity
social networking sites
forwarding intention
fashion brands
Online Access:https://hrcak.srce.hr/file/473063

Internet

https://hrcak.srce.hr/file/473063

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