The objective of this work is to evaluate the effects of firm generated content (FGC) and user generated content (UGC) on brand equity (BE) and on the consumer's purchase intention. To achieve it, the research methodological approach was quantitative, cross-section survey type. Data collection was carried out by an online survey, and 322 valid responses were obtained. The proposed model was analyzed using the Structural Equation Modeling method (PLS-SEM). The results show that both the firm generated content and the user generated content influence brand equity. The content generated by the company, however, has a greater effect and has greater power to explain brand equity than the content generated by the users. On the other hand, the direct effects of FGC and UGC on the intention to buy are not significant when the effect of brand equity is considered. Therefore, this research contributes to the theoretical framework of marketing, specifically in the areas of relationship and digital marketing, by being one of the first to assess the joint effects of the content generated by the brand and by the consumer on brand equity and purchase intention.

The purpose of this study is to explore the relationship between electronic word of mouth (eWOM) valence, consumer-based brand equity (CBBE) dimensions, and purchase intention. An online survey was conducted to collect the data, with a total of 209 valid responses. The study conducts a confirmatory factor analysis (CFA) and Structural Equation Modeling (PLS-SEM). Results provided support for role of eWOM valence in influencing the development of CBBE. Specifically, eWOM valence strongly influences consumer perception of brand quality. Perceived quality and brand preference have strong and positive impact on purchase intention, confirming the importance of brand equity in building purchase intention toward a brand. The study is one of the first to examine the effects of eWOM valence on CBBE dimensions, demonstrating the importance of eWOM valence in the building of brand equity.

O objetivo deste trabalho é investigar quais atributos da qualidade do serviço do transporte público influenciam na satisfação dos seus usuários. Especificamente, é examinado o efeito das dimensões conforto, tangível, pessoal e confiabilidade na satisfação do usuário do transporte público. A abordagem do estudo é quantitativa, de caráter descritivo e com corte transversal. Os dados empíricos foram coletados por meio de um survey, e a amostra foi composta por 271 respondentes. Para testar as hipóteses teóricas propostas foi empregada a técnica de modelagem de equações estruturais. Os resultados indicam que as dimensões conforto, confiabilidade e tangível possuem efeito positivo e significante na satisfação do usuário do transporte público. Os achados empíricos obtidos neste estudo podem contribuir para a tomada de decisão dos administradores de serviços de transporte público. Entendendo melhor fatores que influenciam a satisfação, torna-se possível o incremento de ações que estimulem a melhoria dos serviços prestados.