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Seediscussions,stats,andauthorprofilesforthispublicationat:https://www.researchgate.net/publication/251511530 Dosocialmediamarketingactivitiesenhance customerequity?Anempiricalstudyofluxury fashionbrand.JournalofBusinessResearch, August,1-7 ARTICLEinJOURNALOFBUSINESSRESEARCH·OCTOBER2012 ImpactFactor:1.48·DOI:10.1016/j.jbusres.2011.10.014 CITATIONSREADS 799,127 2AUTHORS,INCLUDING: AngellaJ.Kim CaliforniaStatePolytechnicUniversity,Po… 10PUBLICATIONS124CITATIONS SEEPROFILE Allin-textreferencesunderlinedinbluearelinkedtopublicationsonResearchGate,Availablefrom:AngellaJ.Kim lettingyouaccessandreadthemimmediately.Retrievedon:19January2016Journal of Business Research 65 (2012) 1480–1486 Contents lists available at SciVerse ScienceDirect Journal of Business Research Dosocialmediamarketingactivitiesenhancecustomerequity?Anempiricalstudyof ? luxury fashion brand a,1 b, ? Angella J. Kim , Eunju Ko a University of Minnesota, College of Design Department of Design, Housing, and Apparel, 346 McNeal Hall, 1985 Buford Avenue St. Paul, MN 55108, USA b University, College of Human Ecology Department of Clothing and Textiles, 262 Seongsanno, Seodaemun-gu, Samsung Hall 318, Seoul 120-749, Republic of Korea article info abstract Article history: Inlight of agrowinginterest in the use of social media marketing (SMM) amongluxury fashionbrands, this Received 1 December 2010 study set out to identify attributes of SMM activities and examine the relationships among those perceived Received in revised form 1 June 2011 activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through Accepted 1 August 2011 a structural equation model. Five constructs of perceived SSM activities of luxury fashion brands are enter- Available online 28 October 2011 tainment, interaction, trendiness, customization, and word of mouth. Their effects on value equity,...