The Influence of Word of Mouth Communication on Brand Equity: Receiver Perspectives

被引：16

作者：

Virvilaite, Regina ^{[1
]}

Tumasonyte, Dovile ^{[1
]}

Sliburyte, Laimona ^{[1
]}

机构：

[1] Kaunas Univ Technol, K Donelaicio St 73, LT-44239 Kaunas, Lithuania

来源：

20TH INTERNATIONAL SCIENTIFIC CONFERENCE - ECONOMICS AND MANAGEMENT 2015 (ICEM-2015) | 2015年 / 213卷

关键词：

Word of mouth communication; Brand equity; Brand awareness; Brand association; Brand loyalty; Perceived quality; ANTECEDENTS;

D O I：

10.1016/j.sbspro.2015.11.465

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This 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. (C) 2015 Published by Elsevier Ltd.

引用

页码：641 / 646

页数：6

共 50 条

[1] The Construct and Influence of Word of Mouth: Receiver Perspectives
Yu Chunling
Tang Xu
MARKETING SCIENCE INNOVATIONS AND ECONOMIC DEVELOPMENT, 2010, : 182 - 186
[2] Influence of environmental practices on brand equity, satisfaction and word of mouth
Mihaela Simona Moise
Irene Gil-Saura
Maja Šerić
Maria Eugenia Ruiz Molina
Journal of Brand Management, 2019, 26 : 646 - 657
[3] Influence of environmental practices on brand equity, satisfaction and word of mouth
Simona Moise, Mihaela
Gil-Saura, Irene
Seric, Maja
Ruiz Molina, Maria Eugenia
JOURNAL OF BRAND MANAGEMENT, 2019, 26 (06) : 646 - 657
[4] How Word of Mouth Influence Brand Equity for Automotive Products in Indonesia
Murtiasih
Sucherly
Siringoringo, Hotniar
WORLD CONGRESS ON ADMINISTRATIVE AND POLITICAL SCIENCES, 2013, 81 : 40 - 44
[5] Brand equity dilution through negative online word-of-mouth communication
Bambauer-Sachse, Silke
Mangold, Sabrina
JOURNAL OF RETAILING AND CONSUMER SERVICES, 2011, 18 (01) : 38 - 45
[6] Impact of country of origin and word of mouth on brand equity
Murtiasih, Sri
Sucherly, Sucherly
Siringoringo, Hotniar
MARKETING INTELLIGENCE & PLANNING, 2014, 32 (05) : 616 - 629
[7] Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication
Troiville, Julien
JOURNAL OF BUSINESS RESEARCH, 2024, 177
[8] Introduction to Special Issue: Brand Equity, Satisfaction, and Word of Mouth
Ruiz-Molina, Maria Eugenia
Gil-Saura, Irene
Berenguer-Contri, Gloria
SUSTAINABILITY, 2021, 13 (22)
[9] Factors influencing word of mouth effectiveness: receiver perspectives
Sweeney, Jillian C.
Soutar, Geoffrey N.
Mazzarol, Tim
EUROPEAN JOURNAL OF MARKETING, 2008, 42 (3-4) : 344 - 364
[10] Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth
Amin Ansary
Nik M. Hazrul Nik Hashim
Review of Managerial Science, 2018, 12 : 969 - 1002

← 1 2 3 4 5 →