HIGHLIGHTS
- who: Brand equity and collaborators from the Department of FEA (Faculty of Economics and Administration), Universidade de Sao Paulo, Sao Paulo, Brazil have published the article: The influence of social media and brand equity on business-to- business marketing, in the Journal: (JOURNAL)
- what: This research aims to further investigate and understand the role of SM on B2B brand management strategies by linking the three dimensions: brand equity (BE), brand heritage (BH) and social media (SM). The authors seek to verify which are the most affected dimensions of the attributes of each construct, among themselves . . .
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