IIESpace Repository

Browsing by Subject "Campaign"

Browsing by Subject "Campaign"

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  • de Wet, Greg (The IIE, 2019)
    This study investigates how brands use social media to build brand equity, by applying the SAB #Don’tBeStupid #Don’tDrinkAndDrive Instagram campaign to David Aaker’s (1991) Brand Equity Model. The researcher believes that ...

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