How social media brand pages contribute to brand attitude and purchase intention: The differences of perceived brand quality

The study mainly aimed to investigate the impact of customer value social media brand pages, on the brand attitude and purchase intention on the one hand, The study aimed to know the effect of the difference in brand quality on the relationship between customer value on social networking pages and both purchase intent and brand attitude among consumers of Pepsi beverage products in Iraq, where a questionnaire was distributed via the Internet to collect the necessary data for the study. After collecting data from the respondents, descriptive analyzes were applied to find out the demographic characteristics of the study sample, and skewness and flattening analysis was applied to find out the distribution of the data. Cronbach's alpha test was also applied to study the reliability of the data, correlation and regression analysis to study the relationship between the variables, and the structural model was applied to study the relationship between the variables according to the brand quality. The study concluded that there is a relationship of interaction and product learning on purchase intention and brand attitude, and there is no effect of entertainment on purchase intention and brand attitude. The study also found that the difference in brand quality level affects the relationship between product learning, interaction with purchase intention, and brand attitude. Key Words: Entertainment, Brand attitude, Brand quality, Product Learning, Interaction and Repurchase Intention.