%0 Journal Article
%T Brand impact on purchase intention. An approach in social networks channel
%A Asuncion Hernandez
%A Ines Kuster
%J Economics and Business Letters
%D 2012
%I Oviedo University Press
%X Virtual networks are an exciting new channel that brands should use for promoting a more participatory and proactive context with interactive users. The goal is threefold, in response to a consumer perspective: (i) measuring the efficiency, in social networks ofthe constructs selected, (ii) measuring the influence of network¡¯s attitude in brand¡¯s attitude in terms of advertising effectiveness in social networks, and (iii) proving the influence between exchange of experiences eC2C (electronic consumer to consumer), brand¡¯s attitude, purchase¡¯s attitude, and eWOM (electronic word of mouth). A study with 345 social networkers was carried out. The results confirm a significant influence relationship between networks attitude and brand attitude and also brand attitude with the brand purchase and recommendation.
%K social networks
%K integrated models
%K transactions B2C
%K attitude towards the network
%K brand attitude
%U http://www.unioviedo.es/reunido/index.php/EBL/article/download/9295/9379