All Outputs (22)

The relationship between SMS/MMS marketing and consumer based brand equity (CBBE) – A review and conceptualisation
Presentation / Conference
Darabi, M., Reeves, P., & Sahadev, S. The relationship between SMS/MMS marketing and consumer based brand equity (CBBE) – A review and conceptualisation. Presented at Academy of Marketing Conference 2014, Bournemouth

Purpose of the paper: Text marketing expenditure amongst firms grew to £8.94 million in 2012 from £6.09 million in 2011 in the UK (Derived from Ofcom, 2013). This provides a rationale for this paper as it indicates that firms have recently renewed t... Read More about The relationship between SMS/MMS marketing and consumer based brand equity (CBBE) – A review and conceptualisation.

The influence of SMS advertising on online brand equity among students in the UK
Thesis
Darabi, M. The influence of SMS advertising on online brand equity among students in the UK. (Thesis). University of Salford

With the technological improvements and new developments in the mobile industry, more and more brands are sending their advertising messages using consumers’ mobile phones. This growing interest is reflected in their allocated marketing budgets and e... Read More about The influence of SMS advertising on online brand equity among students in the UK.