The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE) (The Case: Dell Laptop)
Electronic Word of Mouth (E-WOM) is a new emergent arena in which, consumers share their experiences and reviews on various brands and products such as Laptop with each other, through online communication channels. This is a practical and survey research. Research’s statistical society is the studen...
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| Format: | Article |
| Language: | fas |
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University of Tehran
2013-01-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_54760_59d2fb259318e9d567d7befb175b34fb.pdf |
| _version_ | 1819260464776871936 |
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| author | Hossein Jalilian Ebrahimi Ebrahimi Omid Mahmoudian |
| author_facet | Hossein Jalilian Ebrahimi Ebrahimi Omid Mahmoudian |
| author_sort | Hossein Jalilian |
| collection | DOAJ |
| description | Electronic Word of Mouth (E-WOM) is a new emergent arena in which, consumers share their experiences and reviews on various brands and products such as Laptop with each other, through online communication channels. This is a practical and survey research. Research’s statistical society is the students of Allameh Tabatabaei University. Statistical sample is selected by relative categorized and available sampling, also 400 questionnaires were distributed. Since the aim of research is to investigate the effect of E-WOM on customer-based brand equity (CBBE) and purchase intention; theoretical framework and findings of previous studies are discussed and then conceptual model and hypothesizes are provided. Research findings indicate that E-WOM affects brand equity aspects; brand equity aspects (except brand awareness) affect purchase intention; and E-WOM affects purchase intention through brand equity. Finally, research propositions are provided. |
| first_indexed | 2024-12-23T19:26:20Z |
| format | Article |
| id | doaj.art-b7888821bd11459e8d4c7385e09ffad7 |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-23T19:26:20Z |
| publishDate | 2013-01-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-b7888821bd11459e8d4c7385e09ffad72022-12-21T17:34:02ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912013-01-01414416410.22059/jibm.2013.5476054760The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE) (The Case: Dell Laptop)Hossein Jalilian0Ebrahimi Ebrahimi1Omid Mahmoudian2MSc in Marketing Management, University of Allameh Tabatabaei, Tehran, IranAssociate Prof. in Marketing Management, University of Allameh Tabatabaei, Tehran, IranMSc in Business Management, Islamic Azad University, Tehran, IranElectronic Word of Mouth (E-WOM) is a new emergent arena in which, consumers share their experiences and reviews on various brands and products such as Laptop with each other, through online communication channels. This is a practical and survey research. Research’s statistical society is the students of Allameh Tabatabaei University. Statistical sample is selected by relative categorized and available sampling, also 400 questionnaires were distributed. Since the aim of research is to investigate the effect of E-WOM on customer-based brand equity (CBBE) and purchase intention; theoretical framework and findings of previous studies are discussed and then conceptual model and hypothesizes are provided. Research findings indicate that E-WOM affects brand equity aspects; brand equity aspects (except brand awareness) affect purchase intention; and E-WOM affects purchase intention through brand equity. Finally, research propositions are provided.https://jibm.ut.ac.ir/article_54760_59d2fb259318e9d567d7befb175b34fb.pdfElectronic word of mouthBrand equityOnline ReviewInterpersonal Influencecyberspace |
| spellingShingle | Hossein Jalilian Ebrahimi Ebrahimi Omid Mahmoudian The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE) (The Case: Dell Laptop) مدیریت بازرگانی Electronic word of mouth Brand equity Online Review Interpersonal Influence cyberspace |
| title | The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE)
(The Case: Dell Laptop) |
| title_full | The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE)
(The Case: Dell Laptop) |
| title_fullStr | The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE)
(The Case: Dell Laptop) |
| title_full_unstemmed | The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE)
(The Case: Dell Laptop) |
| title_short | The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE)
(The Case: Dell Laptop) |
| title_sort | effect of electronic word of mouth e wom on consumer s purchase intention through customer based brand equity cbbe the case dell laptop |
| topic | Electronic word of mouth Brand equity Online Review Interpersonal Influence cyberspace |
| url | https://jibm.ut.ac.ir/article_54760_59d2fb259318e9d567d7befb175b34fb.pdf |
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