THE INFLUENCE OF INSTAGRAM ON BRAND EQUITY AND PURCHASE INTENTION OF LUXURY FASHION BRANDS
In the digital era, luxury brands are facing new growth challenges. The rise of technology and communication platforms such as social media has brought significant changes in consumer behavior, market situation, and trend. Contradictory characteristics of social media have caused reluctance and d...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/49427 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
