The Effects of Marcoms and Social Interaction through Virtual Communities on Consumer-Based Brand Equity

  • Bayram Zafer Erdoğan
  • Tolga Torun
Chapter

Abstract

This chapter will explore the following objectives:

  • Examine the structure of virtual communities in the virtual environment

  • Identify the effects of virtual communities on marketing communications (hereafter “marcoms”), social interaction, and brand equity

  • Illustrate components of consumer-based brand equity

  • Examine marcoms and social interaction through virtual communities

  • Understand the effects of marcoms and social interaction through virtual communities on consumer-based brand equity

Keywords

Virtual World Brand Equity Virtual Community Brand Loyalty Marketing Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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© Bayram Zafer Erdoğan and Tolga Torun 2015

Authors and Affiliations

  • Bayram Zafer Erdoğan
  • Tolga Torun

There are no affiliations available

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