文章基本信息

标题：How Word of Mouth Influence Brand Equity for Automotive Products in Indonesia
本地全文：下载
作者：Sri Murtiasih ; Sri Murtiasih ; Sucherly 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2013
卷号：81
页码：40-44
DOI：10.1016/j.sbspro.2013.06.384
语种：English
出版社：Elsevier
摘要：AbstractThe objective of the study is to evaluate the influence of WOM towards brand equity on automotive customer in Indonesia. Brand equity in this case is measured using brand awareness, association, loyalty, and perceived quality. Data was collected by deploying questionnaire and automotive customers were the respondents. Taking into account that research variables (WOM, brand awareness, association, loyalty, perceived quality, and brand equity)are latent in nature, Structural Equation Modeling (SEM) was used to perform data analysis. Result shows that WOM influence brand awareness, association, loyalty, and perceived quality significantly in the positive direction. Subsequently brand awareness, association, loyalty, and perceived quality influence brand equity significantly and positively.
关键词：Brand Awareness;Brand Association;Perceived Quality;Loyalty;Indonesia;Automotive