The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?

The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?

Abstract. In the fourth industrial revolution, technology plays a greater role in influencing customers’ preferences towards certain brands. Internet and social media platform has become a powerful marketing tool for sharing relatable experiences among customers online. The objective of this researc...

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Bibliographic Details
Main Authors: Jhanghiz Syahrivar, Andy Muhammad Ichlas
Format: Article
Language:English
Published: Institut Teknologi Bandung 2018-06-01
Series:Asian Journal of Technology Management
Subjects:
Electronic word of mouth (EWOM)
brand association
brand awareness
brand loyalty
perceived quality
purchasing decision
technology in marketing
Online Access:http://journal.sbm.itb.ac.id/index.php/ajtm/article/view/2521

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