The Influence of Word of Mouth Communication on Brand Equity: Receiver Perspectives

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• 作者：Regina Virvilaite ; Dovile Tumasonyte ; Laimona Sliburyte ; ^{Laimona.sliburyte@ktu.lt" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Word of mouth communication ; Brand equity ; Brand awareness ; Brand association ; Brand loyalty ; Perceived quality.
• 刊名：Procedia - Social and Behavioral Sciences
• 出版年：2015
• 出版时间：1 December 2015
• 年：2015
• 卷：213
• 期：Complete
• 页码：641-646
• 全文大小：189 K

文摘

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.