Schivinski, Bruno; D¹browski, Dariusz Dabrowski - Wydział Zarządzania i Ekonomii, Politechnika Gdańska - 2013
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 … affected only brand attitude. Both brand equity and brand attitude showed a positive influence on purchase intention. Moreover …