The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia
Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth. The population of this study was consumers in Saudi Arabia...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2023-07-01
|
| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18490/IM_2023_03_Badawi.pdf |
| _version_ | 1827901406804180992 |
|---|---|
| author | Nada Saleh Badawi Amani Ahmed Basif |
| author_facet | Nada Saleh Badawi Amani Ahmed Basif |
| author_sort | Nada Saleh Badawi |
| collection | DOAJ |
| description | Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth. The population of this study was consumers in Saudi Arabia who search about online reviews of luxury brands on social media platforms. This study used a convenience sampling technique. The research data were collected on-line from 277 luxury brand consumers in Saudi Arabia using a quantitative Likert-type survey. SPSS and Pearson’s correlation coefficient were used to examine the research hypotheses. The results of this study showed that brand equity and its components (brand image and brand awareness) have significant positive relationships with consumer attitude towards electronic word-of-mouth, as values of correlation coefficient were r = 0.440 and r = 0.396, respectively, at a significance level less than 0.01. Additionally, the results indicated that brand image and brand awareness have significant positive relationships with consumer intention to follow electronic word-of-mouth, as values of correlation coefficient were r = 0.336, r = 0.360, respectively, at a significance level less than 0.01. The findings of this study provide valuable theoretical and practical implications for managers and marketers in the luxury brand sector. |
| first_indexed | 2024-03-12T23:44:47Z |
| format | Article |
| id | doaj.art-b1957406e3434feebe94e212a713d1ef |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-03-12T23:44:47Z |
| publishDate | 2023-07-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-b1957406e3434feebe94e212a713d1ef2023-07-14T13:03:13ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262023-07-01193112010.21511/im.19(3).2023.0218490The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi ArabiaNada Saleh Badawi0https://orcid.org/0000-0001-6025-6241Amani Ahmed Basif1Assistant Professor of Management, Department of Business Administration, Faculty of Economics and Administration, King Abdulaziz UniversityMaster in Business Administration, Department of Business Administration, Faculty of Economics and Administration, King Abdulaziz UniversityBranding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth. The population of this study was consumers in Saudi Arabia who search about online reviews of luxury brands on social media platforms. This study used a convenience sampling technique. The research data were collected on-line from 277 luxury brand consumers in Saudi Arabia using a quantitative Likert-type survey. SPSS and Pearson’s correlation coefficient were used to examine the research hypotheses. The results of this study showed that brand equity and its components (brand image and brand awareness) have significant positive relationships with consumer attitude towards electronic word-of-mouth, as values of correlation coefficient were r = 0.440 and r = 0.396, respectively, at a significance level less than 0.01. Additionally, the results indicated that brand image and brand awareness have significant positive relationships with consumer intention to follow electronic word-of-mouth, as values of correlation coefficient were r = 0.336, r = 0.360, respectively, at a significance level less than 0.01. The findings of this study provide valuable theoretical and practical implications for managers and marketers in the luxury brand sector.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18490/IM_2023_03_Badawi.pdfbrand awarenessbrand equitybrand imageconsumer attitudeconsumer intentionelectronic word of mouth |
| spellingShingle | Nada Saleh Badawi Amani Ahmed Basif The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia Innovative Marketing brand awareness brand equity brand image consumer attitude consumer intention electronic word of mouth |
| title | The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia |
| title_full | The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia |
| title_fullStr | The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia |
| title_full_unstemmed | The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia |
| title_short | The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia |
| title_sort | impact of consumer based brand equity on consumer attitude and intention towards electronic word of mouth an empirical study on luxury brands in saudi arabia |
| topic | brand awareness brand equity brand image consumer attitude consumer intention electronic word of mouth |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18490/IM_2023_03_Badawi.pdf |
| work_keys_str_mv | AT nadasalehbadawi theimpactofconsumerbasedbrandequityonconsumerattitudeandintentiontowardselectronicwordofmouthanempiricalstudyonluxurybrandsinsaudiarabia AT amaniahmedbasif theimpactofconsumerbasedbrandequityonconsumerattitudeandintentiontowardselectronicwordofmouthanempiricalstudyonluxurybrandsinsaudiarabia AT nadasalehbadawi impactofconsumerbasedbrandequityonconsumerattitudeandintentiontowardselectronicwordofmouthanempiricalstudyonluxurybrandsinsaudiarabia AT amaniahmedbasif impactofconsumerbasedbrandequityonconsumerattitudeandintentiontowardselectronicwordofmouthanempiricalstudyonluxurybrandsinsaudiarabia |