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Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due ...
How Main Street Drives Wall Street: Customer (Dis)satisfaction, Short Sellers, and Abnormal Returns
Although previous studies have established a direct link between customer-based metrics and stock returns, research is unclear on the mediated nature of their association. The authors examine the association of customer ...