The Role of Interactive Advertisements in Developing Consumer-based Brand Equity: A Conceptual Discourse

Recently, the effects of advertising campaigns are not only by increasing sales revenues but by something even more important in the long run - brand equity. Brand equity is currently one of the most sought after field of research. Meanwhile, considerable efforts have been put into studying online advertising impacts, but the effects of advertising on the demand, sales and market shares of Libyan products in the information age are still understudied. Adopting the theoretical perspective of a consumer-based model of brand equity, this study reviews past studies and proffers recommendation for future researchers to approach the highlighted gaps. (C) 2014 The Authors. Published by Elsevier Ltd.