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.
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页码：641 / 646
页数：6
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