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Journal of Marketing Communications Volume 25, 2019 - Issue 5
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Original Articles

Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry

Ridwan Adetunji RajiDepartment of Media Management, School of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, MalaysiaCorrespondence[email protected]
,
Sabrina Mohd RashidDepartment of Media Management, School of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, Malaysia
&
Sobhi Mohd IshakDepartment of Media Management, School of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, Malaysia
Pages 511-534 | Received 19 Jul 2017, Accepted 13 Mar 2018, Published online: 26 Mar 2018

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