The Influence of word of mouth communication on brand equity: receiver perspectives

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Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
The Influence of word of mouth communication on brand equity: receiver perspectives
Authors:
In the Journal:
Procedia - social and behavioral sciences. 2015, 213, p. 641-646. 20th International scientific conference "Economics and Management 2015 (ICEM-2015)"
Subject Category:
LT
Rinka. Rinkodara / Market. Marketing.
Summary / Abstract:

LTReikšminiai žodžiai: Bendravimas žodžiu; Prekės ženklo vertė; Prekės ženklo žinomumas; Prekės ženklo asociacija; Lojalumas prekės ženklui; Kokybė; Word of mouth communication; Brand equity; Brand awareness; Brand association; Brand loyalty; Perceived quality.

ENThis research includes theoretical analysis of the problem and explores the peculiarities of the influence of word of mouth communication on brand equity. Our empirical research results presented in this paper revealed that both vividness and usefulness of word of mouth communication message characteristics give positive impact on brand equity and its dimensions based on the context of luxury good. The statistically positive relation of average strength was determined between the characteristics of word of mouth communication (vividness, usefulness) and brand equity dimensions (brand association, brand awareness, brand loyalty, perceived quality) after having analyzed empirically the influence of word of mouth communication message on brand equity with the help of correlation and regression. [From the publication]

DOI:
ISSN:
1877-0428
Subject:
Vadyba / Management
Permalink:
https://www.lituanistika.lt/content/78459
Updated:
2022-01-03 20:22:46
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