HUBUNGAN ANTARA BRAND CREDIBILITY, WORD OF MOUTH, DAN ELECTRONIC WORD OF MOUTH: PERAN MEDIASI BRAND-SELF CONNECTION DAN BRAND-SOCIAL CONNECTION
نویسندگان
چکیده
منابع مشابه
The Effect of Green Marketing Mix on Word of Mouth Advertisement with the Mediating Role of Brand Love and Brand Loyalty
The aim of this study was to investigate the importance of green marketing mix and its effect on word of mouth advertising with the mediating role of brand love and brand loyalty from the viewpoints of consumers of swimming pools in Rasht city. This study was a descriptive survey conducted as a field. The population was unlimited and included all consumers of swimming pools in Rasht city. The ...
متن کاملElectronic Word-of-mouth: the Moderating Roles of Product Involvement and Brand Image
Purpose: As an Internet-based version of word of mouth, electronic word-of-mouth (eWOM), the new information presented from the perspective of consumers who have purchased and used the product, have become a major informational source for consumers. The purpose of this paper aims to investigate the influence of eWOM on purchasing intention. Moreover, this study examines the moderating effect of...
متن کاملapplication of brand personality scale in automobile industry: the study of samand’s brand personality dimensions
این تحقیق شخصیت برند سمند را در ایران با استفاده از مدل پنج بعدی آکر (1997) بعنوان یک چهارچوب بطور توصیفی سنجیده است. بنابر این چهارچوب که دراصل در 42 جزء (42 ویزگی شخصیتی) ودر پنج بعد شخصیتی طراحی شده بود ودر کشورها وصنایع مختلف آزموده شده بود, پرسنامه به زبان فارسی ترجمه شده و با استفاده از روشهای ترجمه معکوس و مصاحبه عمیق با 12 متخصص ایرانی به 38 جزء کاهش یافت. و نظرسنجی ای در پنج نمایندگی ا...
15 صفحه اولA Study on Effect of Online Word-Of-Mouth in Accordance With Customer Brand Relationship Quality
People could be influenced by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude. However, recently people consider others' experiences or feelings written online due to the development of internet. Those kinds of information were called as 'Online word of...
متن کاملThe influence of online communication, word of mouth and virtual community on online brand equity
Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...
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ژورنال
عنوان ژورنال: Ultima Management : Jurnal Ilmu Manajemen
سال: 2020
ISSN: 2549-404X,2085-4587
DOI: 10.31937/manajemen.v12i2.1711