Consumer-brand communication (consumer's feedback to brand). According to Fournier & Avery (2011), Patterson (2011), Beuker & Abbing (2010), Barwise & Meehan (2010) consumers influence brands not only by directly responding to a message, but also by communicating or interpreting it, forwarding the message to other consumers, who can directly respond to the sender, show no reaction or forward it to another consumer with their own interpretations. Consumer's response or reaction, attitude towards a brand can be determined in consumer surveys that allow identifying the main elements of brand equity: awareness, associations, loyalty. The act of purchasing may be consumer’s response to a successful communication of a company in SM.
Consumer-brand communication (consumer's feedback to brand). According to Fournier & Avery (2011), Patterson (2011), Beuker & Abbing (2010), Barwise & Meehan (2010) consumers influence brands not only by directly responding to a message, but also by communicating or interpreting it, forwarding the message to other consumers, who can directly respond to the sender, show no reaction or forward it to another consumer with their own interpretations. Consumer's response or reaction, attitude towards a brand can be determined in consumer surveys that allow identifying the main elements of brand equity: awareness, associations, loyalty. The act of purchasing may be consumer’s response to a successful communication of a company in SM.
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