Social Networking Sites: Building Brand Knowledge and Brand Equity

Noelia Sanchez-Casado, Universidad Politecnica de Cartagena, Spain
Eva Tomaseti-Solano, Universidad Politecnica de Cartagena, Spain
Juan-Gabriel Cegarra-Navarro, Universidad Politecnica de Cartagena, Spain
Social Networking Sites, as new communication tools, allow firms to provide benefits to consumers who establish a relationship with them. As a consequence of this relationship, consumers could develop knowledge and equity about the brand. Therefore, this study analyzes the effects of these benefits on brand knowledge and brand equity.
[ to cite ]:
Noelia Sanchez-Casado, Eva Tomaseti-Solano, and Juan-Gabriel Cegarra-Navarro (2013) ,"Social Networking Sites: Building Brand Knowledge and Brand Equity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.