The impact of social media marketing on political brand equity

• Main Authors: Razak, Nur Amirah, Abd Rahman, Hanisa, Abd Kahar, Hana Diyana
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Social; DRNTU::Social sciences::Political science; DRNTU::Business::Marketing::Consumer behavior; DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/51437
• Institution: Nanyang Technological University

The theory of Brand Equity has been studied intensively by researchers, stemming from its applicability on everyday consumer goods to the services industry. In recent years, the growth of social media has offered companies new ways of understanding the development of Brand Equity. It is without a do...