文章基本信息

标题：The Influence of Word of Mouth Communication on Brand Equity: Receiver Perspectives
本地全文：下载
作者：Regina Virvilaite ; Regina Virvilaite ; Dovile Tumasonyte 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：213
页码：641-646
DOI：10.1016/j.sbspro.2015.11.465
语种：English
出版社：Elsevier
摘要：AbstractThis 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.
关键词：Word of mouth communication;Brand equity;Brand awareness;Brand association;Brand loyalty;Perceived quality.