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EFFECT OF DIGITAL MARKETING ON CONSUMER BASED BRAND EQUITY OF MICRO ENTERPRISES IN NIGERIA
2021
International Journal of Management and Social Sciences
Micro enterprises in Nigeria lack brand equity in terms of customers awareness for distinct Nigerian micro enterprises brands, trust in perceived quality for micro enterprises products, loyalty and brand associations which limits their ability to perform well despite use of digital marketing. This study sought to ascertain the effect of digital marketing on consumer-based brand equity (CBBE) of micro enterprises in Nigeria with social media marketing, email marketing, mobile marketing, web
doi:10.51739/122113816.v2i2.1459780014
fatcat:aojxdviwerb6voqui2vfemi3ki