IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Brand impact on purchase intention. An approach in social networks channel

Listed author(s):
  • Ines Küster
  • Asuncion Hernández
Registered author(s):

    Networks are an exciting new channel that brands should use for promoting a more participatory and proactive context with a user, increasingly elusive and restrictive, that takes decisions based on the impulses generated by networkers. We propose a model adapted to the reality studied and composed by several models and theories that have got widespread support in the literature. In this paper, the goal is threefold, in response to a consumer perspective: (i) measuring the efficiency, in social networks, of the constructs selected  regarding the attitude towards network and the intention to use, (ii) measuring the influence of attitude toward the net in the attitude toward the brand in terms of advertising effectiveness in social networks, and (iii) proving the influence that the exchange of experiences eC2C have in the attitude toward the brand and the attitude in purchase intent and brand eWOM. A study with 345 social networkers was carried out. The results confirm a significant influence between the attitude towards the network and brand attitude and also this brand attitude with the intention of purchasing and recommending the brand.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Article provided by Oviedo University Press in its journal Economics and Business Letters.

    Volume (Year): 1 (2012)
    Issue (Month): 2 ()
    Pages: 1-9

    in new window

    Handle: RePEc:ove:journl:aid:9295
    Contact details of provider: Postal:
    Avda del Cristo s/n, 33006 Oviedo

    Phone: 985 10 37 45
    Fax: 985 10 48 71
    Web page:

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ove:journl:aid:9295. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Francisco J. Delgado)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.