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

被引：5
|
作者：
Busen, Salem Mohamed S. [1 ]
Mustaffa, Che Su [1 ]
机构：
[1] Univ Utara Malaysia, Sch Multimedia Technol & Commun, Sintok 06010, Kedah, Malaysia
来源：
INTERNATIONAL CONFERENCE ON COMMUNICATION AND MEDIA 2014 (I-COME'14) - COMMUNICATION, EMPOWERMENT AND GOVERNANCE: THE 21ST CENTURY ENIGMA | 2014年 / 155卷
关键词：
Online advertising; brand equity; new media; ONLINE; ECONOMICS; MEDIA;
D O I：
10.1016/j.sbspro.2014.10.263
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
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.
引用
收藏
页码：98 / 103
页数：6
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