Pregled bibliografske jedinice broj: 577953
(How) has social media changed the way we measure brand equity?
(How) has social media changed the way we measure brand equity? // EU Local Imprints - The case of South Central Europe / Langer, Josef ; Vlašić, Goran ; Krce Miočić, Božena (ur.).
Frankfurt: Peter Lang, 2012. str. 157-166
CROSBI ID: 577953 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
(How) has social media changed the way we measure brand equity?
((How) has social media changed the way we measure brand equity? A Literature review)
Autori
Fudurić, Morana ; Mandelli, Andreina
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, ostalo
Knjiga
EU Local Imprints - The case of South Central Europe
Urednik/ci
Langer, Josef ; Vlašić, Goran ; Krce Miočić, Božena
Izdavač
Peter Lang
Grad
Frankfurt
Godina
2012
Raspon stranica
157-166
ISBN
978-3-631-60176-1
Ključne riječi
brand equity, social media,
Sažetak
The paper presents a literature review regarding brand equity and proposes a framework for measurement of brand equity in the context of social media
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
067-0661686-2342 - Procjena i unapređenja kapaciteta civilnog društva za pružanje socijalnih usluga (Pavičić, Jurica, MZOS ) ( CroRIS)
Ustanove:
Ekonomski fakultet, Zagreb
Profili:
Morana Fudurić
(autor)
