The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands

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Focusing on the interplay between social networks and brand equity, this thesis offers insights for brand managers and media planners on managing brand-related content. It emphasizes the significance of social interactions in influencing brand equity elements and provides recommendations that can guide future research in this area. The work is rooted in business economics, highlighting the relevance of both offline and online marketing strategies.