The role of viral advertising in brand equity building

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Exploring the impact of viral marketing on brand equity, this thesis examines established theories while highlighting their limitations. It references Keller's definition of brand equity, which focuses on marketing effects tied to the brand, and discusses Aaker's dimensions of brand equity, noting a gap in understanding the direct causes behind it. The work aims to bridge this knowledge gap by analyzing the evolving role of viral marketing in contemporary branding strategies.