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.