@incollection{,
	
					
					
					68620D41651B20CF2B96AF11572A42DD
				,
	author={{IeshaKhajuria} and {Dr.Rachna} and {University of Jammu}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}17118
}

@book{b0,
	
	
		,
	title={{Managing Brand Equity: Capitalizing on the Value on a Brand Name}}
		,
	author={{
			DAAaker
		}}
		
			,
	year={1991}
			,
	publisher={The Free Press}
			,
	address={New York}
		
	

}

@incollection{b1,
	
	
		,
	title={{The value of brand equity}}
		,
	author={{
			DAAaker
		}}
	
	
		,
	journal={{Journal of Business Strategy}}
		
			13
			4
			
			,
	year={1991. 1996}
			,
	publisher={The Free Press}
		
	
	,
	note={Building Strong Brands}

}

@incollection{b2,
	
	
		,
	title={{Measuring brand equity across products and markets}}
		,
	author={{
			DAAaker
		}}
	
	
		,
	journal={{California Management Review}}
		
			38
			3
			
			,
	year={1996b}
		
	

}

@book{b3,
	
	
		,
	title={{Strategic market management}}
		,
	author={{
			DAAaker
		}}
		
			,
	year={2008}
			,
	publisher={John Wiley & Sons}
		
	

}

@incollection{b4,
	
	
		,
	title={{The influence of C2C communications in online brand communities on customer purchase behavior}}
		,
	author={{
			MTAdjei
		} and {
			Noble
		} and {
			.MSt
		} and {
			ChHNoble
		}}
		
		
		
	
	
		,
	journal={{Journal of Academy Marketing Science}}
		
			38
			
			,
	year={2010}
		
	

}

@incollection{b5,
	
	
		,
	title={{The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan}}
		,
	author={{
			HAbu-Rumman
		} and {
			Alhadid
		} and {
			YAnas
		}}
		
		
	
	
		,
	journal={{Review of Integrative Business and Economics Research}}
		
			3
			1
			
			,
	year={2014}
		
	

}

@incollection{b6,
	
	
		,
	title={{Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content}}
		,
	author={{
			Anindya
		}}
	
	
		,
	journal={{Marketing Science}}
		
			31
			3
			
			,
	year={2012}
		
	

}

@book{b7,
	
	
		,
	title={{Determinants of brand equity: A verification approach in the beverage industry in Turkey}}
		,
	author={{
			EAtilgan
		} and {
			SAksoy
		} and {
			SAkinci
		}}
		
		
		
			,
	year={2005}
		
	

}

@incollection{b8,
	
	
		,
	title={{The economic leverage of the virtual community}}
		,
	author={{
			SBalasubramanian
		} and {
			VMahajan
		}}
		
	
	
		,
	journal={{International Journal of Electronic Commerce}}
		
			23
			3
			
			,
	year={2001}
		
	
	,
	note={Marketing Intelligence & Planning}

}

@incollection{b9,
	
	
		,
	title={{Brand equity dilution through negative online word-ofmouth communication}}
		,
	author={{
			SBambauer-Sachse
		} and {
			SMangold
		}}
		
	
	
		,
	journal={{Journal of Retailing and Consumer Services}}
		
			18
			1
			
			,
	year={2010}
		
	

}

@incollection{b10,
	
	
		,
	title={{The One Thing You Must Get Right When Building a Brand}}
		,
	author={{
			PBarwise
		} and {
			SMeehan
		}}
		
	
	
		,
	journal={{Journal of Harvard Business Review}}
		
			12
			
			,
	year={2010}
		
	

}

@incollection{b11,
	
	
		,
	title={{The multidimensional nature and brand impact of user-generated ad parodies in social media}}
		,
	author={{
			BGBergh
		} and {
			Vanden
		} and {
			MLee
		} and {
			ETQuilliam
		} and {
			T&hove
		}}
		
		
		
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			30
			1
			103
			,
	year={2011}
		
	

}

@incollection{b12,
	
	
		,
	title={{Two Faces of Social Media: Brand Communication and Brand Research}}
		,
	author={{
			RBeuker
		} and {
			ERAbbing
		}}
		
	
	
		,
	journal={{Journal of Design Management Review}}
		
			21
			1
			
			,
	year={2010}
		
	

}

@incollection{b13,
	
	
		,
	title={{A model of customer-based brand equity and its application to multiple destinations}}
		,
	author={{
			SBoo
		} and {
			JBusser
		} and {
			&SBaloglu
		}}
		
		
	
	
		,
	journal={{Tourism Management}}
		
			30
			2
			
			,
	year={2009}
		
	

}

@incollection{b14,
	
	
		,
	title={{Are social media replacing traditional media in terms of brand equity creation?}}
		,
	author={{
			MBruhn
		} and {
			VSchoenmueller
		} and {
			DBSchäfer
		}}
		
		
	
	
		,
	journal={{Management Research Review}}
		
			35
			9
			
			,
	year={2012}
		
	

}

@book{b15,
	
	
		,
	title={{A Multi-Stage Model of Word of Mouth through Electronic Referrals. eBusiness Research Center}}
		,
	author={{
			ABruyn
		} and {
			GLLilien
		}}
		
		
			,
	year={2008. February}
		
	
	,
	note={Working Paper}

}

@incollection{b16,
	
	
		,
	title={{A cross-national validation of the consumer-based brand equity scale}}
		,
	author={{
			IBuil
		} and {
			EChernatony De L. & Mart?´nez
		}}
		
	
	
		,
	journal={{Journal of Product & Brand Management}}
		
			17
			6
			
			,
	year={2008}
		
	

}

@book{b17,
	
	
		,
	title={{Nya tiders varumärkenvarumärkesbyggande kommunikation på den sociala webben}}
		,
	author={{
			LCarlsson
		}}
		
			,
	year={2011}
			,
	publisher={Kreafon AB}
			,
	address={Göteborg}
		
	

}

@incollection{b18,
	
	
		,
	title={{Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands}}
		,
	author={{
			Christodoulides
		}}
	
	
		,
	journal={{Journal of Advertising Research}}
		
			52
			1
			53
			,
	year={2012}
		
	

}

@incollection{b19,
	
	
		,
	title={{Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites}}
		,
	author={{
			S.-CChu
		} and {
			YKim
		}}
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			30
			1
			47
			,
	year={2011}
		
	

}

@incollection{b20,
	
	
		,
	title={{Web 2.0: Conceptual foundations and marketing issues}}
		,
	author={{
			EConstantinides
		} and {
			SFountain
		}}
		
	
	
		,
	journal={{Journal of Direct Data and Digital Marketing Practice}}
		
			9
			3
			
			,
	year={2007}
		
	

}

@incollection{b21,
	
	
		,
	title={{Third-party organization endorsement of products: an advertising cue affecting consumer pre-purchase evaluation of goods and services}}
		,
	author={{
			DHDean
		} and {
			ABiswas
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			30
			4
			
			,
	year={2001}
		
	

}

@book{b22,
	
	
		,
	title={{The impact of social media on purchasing behaviour, Engaging Consumers Online}}
		,
	author={{
			EDei Worldwide
		}}
		
		
			,
	year={2008. 23/03, 2011}
		
	

}

@incollection{b23,
	
	
		,
	title={{The uninvited brand}}
		,
	author={{
			SFournier
		} and {
			JAvery
		}}
		
	
	
		,
	journal={{Journal of Business Horizons}}
		
			54
			3
			
			,
	year={2011}
		
	

}

@incollection{b24,
	
	
		,
	title={{Facebook Me: Collective Self-esteem, Need to Belong, and Internet Selfefficacy as Predictors of the iGeneration's Attitudes towards Social Networking Sites}}
		,
	author={{
			HGangadharbatla
		}}
	
	
		,
	journal={{Journal of Interactive Advertising}}
		
			806
			
			,
	year={2008}
		
	

}

@incollection{b25,
	
	
		,
	title={{Firm-Created Wordof-Mouth Communication: Evidence from a Field Test}}
		,
	author={{
			DGodes
		} and {
			DMayzlin
		}}
		
	
	
		,
	journal={{Marketing Science}}
		
			28
			4
			
			,
	year={2009}
		
	

}

@incollection{b26,
	
	
		,
	title={{Branding strategy and consumer high-technology product}}
		,
	author={{
			DHamann
		} and {
			RLWilliamJr
		} and {
			MOmar
		}}
		
		
	
	
		,
	journal={{Journal of Product and Brand Management}}
		
			16
			2
			
			,
	year={2007}
		
	

}

@incollection{b27,
	
	
		,
	title={{Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet}}
		,
	author={{
			THennig-Thurau
		} and {
			KPGwinner
		} and {
			GWalsh
		} and {
			DDGremler
		}}
		
		
		
	
	
		,
	journal={{Journal of Interactive Marketing}}
		
			18
			1
			
			,
	year={2004}
		
	

}

@incollection{b28,
	
	
		,
	title={{Guilty through association: Brand association transfer to brand alliances}}
		,
	author={{
			DJames
		}}
	
	
		,
	journal={{Journal of Consumer Marketing}}
		
			22
			1
			
			,
	year={2005}
		
	

}

@incollection{b29,
	
	
		,
	title={{Users of the world, unite! The challenges and opportunities of Social Media}}
		,
	author={{
			AMKaplan
		} and {
			MHaenlein
		}}
		
	
	
		,
	journal={{Business Horizons}}
		
			53
			1
			
			,
	year={2010}
		
	

}

@incollection{b30,
	
	
		,
	title={{Impact of online reviews of customer care experience on brand or company selection}}
		,
	author={{
			FKarakaya
		} and {
			NGBarnes
		}}
		
	
	
		,
	journal={{Journal of Consumer Marketing}}
		
			27
			5
			
			,
	year={2010}
		
	

}

@incollection{b31,
	
	
		,
	title={{Conceptualizing, measuring, and Managing Customer-Based Brand Equity}}
		,
	author={{
			KLKeller
		}}
	
	
		,
	journal={{Journal of Marketing}}
		
			57
			1
			
			,
	year={1993}
		
	

}

@book{b32,
	
	
		,
	title={{Strategic Brand Management: Building, Measuring and Managing Brand Equity}}
		,
	author={{
			KLKeller
		}}
		
			,
	year={1998}
			,
	publisher={Prentice-Hall}
			,
	address={Englewood Cliffs, NJ}
		
	

}

@incollection{b33,
	
	
		,
	title={{Building strong brands in a modern marketing communications environment}}
		,
	author={{
			KLKeller
		}}
	
	
		,
	journal={{Journal of Marketing Communications}}
		
			15
			2-3
			
			,
	year={2009}
		
	

}

@incollection{b34,
	
	
		,
	title={{Social media? Get serious! Understanding the functional building blocks of social media}}
		,
	author={{
			JHKietzmann
		} and {
			KHermkens
		} and {
			IPMccarthy
		} and {
			BSSilvestre
		}}
		
		
		
	
	
		,
	journal={{Business Horizons}}
		
			54
			
			,
	year={2011}
		
	

}

@incollection{b35,
	
	
		,
	title={{Principles of marketing}}
		,
	author={{
			PKotler
		} and {
			GArmstrong
		} and {
			VWong
		} and {
			JASaunders
		}}
		
		
		
	
	
		,
	journal={{Financial Times}}
		
			,
	year={2008}
			,
	publisher={Prentice Hall}
		
	

}

@incollection{b36,
	
	
		,
	title={{Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities}}
		,
	author={{
			RVKozinets
		} and {
			KDe Valck
		} and {
			ACWojnicki
		} and {
			SJ SWilner
		}}
		
		
		
	
	
		,
	journal={{Journal of Marketing}}
		
			74
			
			,
	year={2010}
		
	

}

@incollection{b37,
	
	
		,
	title={{Measuring customer-based brand equity}}
		,
	author={{
			WLassar
		} and {
			BMittal
		} and {
			ASharma
		}}
		
		
	
	
		,
	journal={{Journal of Consumer Marketing}}
		
			12
			4
			
			,
	year={1995}
		
	

}

@book{b38,
	
	
		,
	title={{Groundswell: Winning in a world formed by social technologies}}
		,
	author={{
			CLi
		} and {
			JBernoff
		}}
		
		
			,
	year={2008}
			,
	publisher={Harvard Business Press}
			,
	address={Boston}
		
	

}

@incollection{b39,
	
	
		,
	title={{Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics}}
		,
	author={{
			AWMägi
		}}
	
	
		,
	journal={{Journal of Retailing}}
		
			79
			2
			
			,
	year={2003}
		
	

}

@incollection{b40,
	
	
		,
	title={{How to inspire value-laden collaborative consumer-generated content}}
		,
	author={{
			AMMuniz
		} and {
			HJSchau
		}}
		
	
	
		,
	journal={{Business Horizons}}
		
			54
			
			,
	year={2011. 2011}
		
	

}

@incollection{b41,
	
	
		,
	title={{Social-Networkers of the World, Unite and Take Over: A Meta-Introspective Perspective on the Facebook Brand}}
		,
	author={{
			APatterson
		}}
	
	
		,
	journal={{Journal of Business Research}}
		
			65
			
			,
	year={2012}
		
	

}

@incollection{b42,
	
	
		,
	title={{How to foster and sustain engagement in virtual communities}}
		,
	author={{
			CEPorter
		} and {
			NDonthu
		} and {
			WHMacelroy
		} and {
			DWydra
		}}
		
		
		
	
	
		,
	journal={{California Management Review}}
		
			53
			4
			
			,
	year={2011}
		
	

}

@incollection{b43,
	
	
		,
	title={{Facebook: The future of networking with customers}}
		,
	author={{
			RPoynter
		}}
	
	
		,
	journal={{International Journal of Market Research}}
		
			50
			1
			
			,
	year={2008}
		
	

}

@incollection{b44,
	
	
		,
	title={{The measurement and determinants of brand equity: a financial approach}}
		,
	author={{
			CJ & MSimon
		} and {
			Sullivan
		}}
		
	
	
		,
	journal={{Marketing Science}}
		
			12
			1
			
			,
	year={1993}
		
	

}

@incollection{b45,
	
	
		,
	title={{How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?}}
		,
	author={{
			ANSmith
		} and {
			EFischer
		} and {
			CYongjian
		}}
		
		
	
	
		,
	journal={{Journal of Interactive Marketing}}
		
			26
			2
			
			,
	year={2012}
			,
	publisher={Direct Marketing Educational Foundation, Inc}
		
	

}

@book{b46,
	
	
		,
	title={{Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web}}
		,
	author={{
			BSolis
		}}
		
			,
	year={2011}
			,
	publisher={John Wiley & Sons, Inc}
			,
	address={New Jersey}
		
	

}

@incollection{b47,
	
	
		,
	title={{The lasting effects of social media trends on advertising}}
		,
	author={{
			MTsiros
		} and {
			VMittal
		} and {
			WTRossJr
		} and {
			EWright
		} and {
			NMKhanfar
		} and {
			CHarrington
		} and {
			LEKizer
		}}
		
		
		
		
		
		
	
	
		,
	journal={{Journal of Business & Economics Research (JBER)}}
		
			8
			11
			
			,
	year={2004. 2010}
		
	
	,
	note={The Role of Attributions in Customer Satisfaction: A 49}

}

@incollection{b48,
	
	
		,
	title={{Developing and validating multidimensional consumer-based brand equity scale}}
		,
	author={{
			BYoo
		} and {
			NDonthu
		}}
		
	
	
		,
	journal={{Journal of Business Research}}
		
			52
			1
			
			,
	year={2001}
		
	

}

@incollection{b49,
	
	
		,
	title={{An examination of selected marketing mix elements and brand equity}}
		,
	author={{
			BYoo
		} and {
			NDonthu
		} and {
			SLee
		}}
		
		
	
	
		,
	journal={{Journal of the Academy of Marketing Science}}
		
			28
			2
			
			,
	year={2000}
		
	

}