Browsing Conference Papers by Author "Gaan Muthukan"
Gaan Muthukan; Kriengsin Prasongsukarn (2015-11)
In Thailand, companies’ media expenditure is transferred to social media gradually since consumers are habitually online nowadays (Friedrich et al., 2010). Therefore, this research aims to identify the relationship of brand communications towards brand equity. The communications are divided to traditional media and social media. Moreover, for a deeper understanding, social media is separated into firm- created and user-generated social media communication. Additional factors studied are brand awareness, functional brand image, ...