Busen, Salem Mohamed S. and Mustaffa, Che Su (2014) The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse. Procedia - Social and Behavioral Sciences, 155. pp. 98-103. ISSN 1877-0428

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Abstract

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.

Item Type:	Article
Additional Information:	International Conference on Communication and Media 2014 (i-COME’14), organised by School of Multimedia Technology and Communication, UUM, 18 - 20 October, 2014, Holiday Villa Beach Hotel and Resort, Langkawi, Malaysia.
Uncontrolled Keywords:	Online advertising; brand equity; new media
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Prof. Dr. Che Su Mustaffa
Date Deposited:	19 Jan 2015 06:49
Last Modified:	12 May 2016 01:18
URI:	https://repo.uum.edu.my/id/eprint/13000

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