Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social … media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using … influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication …

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The …