The Effects of Marcoms and Social Interaction through Virtual Communities on Consumer-Based Brand Equity

Bayram Zafer Erdoğan and Tolga Torun

Chapter 6 in Integrated Communications in the Postmodern Era, 2015, pp 118-150 from Palgrave Macmillan

Abstract: Abstract This chapter will explore the following objectives: Examine the structure of virtual communities in the virtual environment Identify the effects of virtual communities on marketing communications (hereafter “marcoms”), social interaction, and brand equity Illustrate components of consumer-based brand equity Examine marcoms and social interaction through virtual communities Understand the effects of marcoms and social interaction through virtual communities on consumer-based brand equity

Keywords: Virtual World; Brand Equity; Virtual Community; Brand Loyalty; Marketing Communication (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38855-1_6

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DOI: 10.1057/9781137388551_6

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