Developing a conceptual model for examining social media marketing effects on brand awareness and brand image

von Cheung, Man Lai
Veröffentlicht in International journal of economics and business research (2019)

"I follow what you post!" : the role of social media influencers' content characteristics in consumers' online brand-related activities (COBRAs)

von Cheung, Man Lai
Veröffentlicht in Journal of retailing and consumer services (2022)

Issues in consumer-based brand equity and agenda for future research

von Cheung, Man Lai
Veröffentlicht in The driving trends of international business in the 21st century (2019)

The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions

von Cheung, Man Lai
Veröffentlicht in Journal of retailing and consumer services (2021)