Publications

Digital Transformation, E-Commerce, and Branding-A Qualitative Study on the Unique Relationship Between Brand Equity and Consumer Engagement in the Portuguese Fashion Market

AuthID
P-019-14P

Author(s)

Pinto, CA

Nogueira, SF

Faria, S

Sousa, BB

Editor(s)

Reis,JL;Cascalho,J;Peter,MK;Reis,LP;Tiago,MT

Document Type

Proceedings Paper

Year published

2025

Published

in MARKETING AND SMART TECHNOLOGIES, ICMARKTECH 2024, VOL 2 in Smart Innovation Systems and Technologies, ISSN: 2190-3018

Volume: 439, Pages: 865-876 (12)

Conference

2024 International Conference on Marketing and Technologies-Icmarktech, Date: DEC 05-07, 2024, Location: Universidade dos Acores, PORTUGAL, Host: Universidade dos Acores

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Publication Identifiers

DOI: 10.1007/978-981-96-3081-3_56

Scopus: 2-s2.0-105007971087

Wos: WOS:001600389200056

Source Identifiers

ISSN: 2190-3018

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Digital Transformation, E-Commerce, and Branding-A Qualitative Study on the Unique Relationship Between Brand Equity and Consumer Engagement in the Portuguese Fashion Market

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Digital Transformation, E-Commerce, and Branding-A Qualitative Study on the Unique Relationship Between Brand Equity and Consumer Engagement in the Portuguese Fashion Market

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