Words of mouth (WOM) and its impacts on consumer behavior: brand equity perspective

Harun, Amran and Wan Mahdi, Wan Muhammad Idham and Omar, Siti Sarah and Ramin, Ahmad Kaseri (2017) Words of mouth (WOM) and its impacts on consumer behavior: brand equity perspective. In: Advanced in Marketing Research. Series 1 . Penerbit UTHM, pp. 10-17. ISBN 9789672110736

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Abstract

In today’s marketplace, successful brands must develop and maintain distinctive image in order to sustain their competitive advantage. Strong brand equity is achieved when consumer recognize the brands and have favorable brands identification and brand loyalty (Sertac Cifci et al., 2016). Customer attitude and behavior intention are formed and influenced by considerable role of Words of Mouth (WOM) communication (Silke Bambauer-Sachse and Sabrina Mangold, 2011). Nowadays, WOM communication has becoming more influential than communication through other sources like editorial recommendation in magazine and advertisement in mass media like television and radio because it is perceived to provide comparative reliable information (Silke Bambauer-Sachse and Sabrina Mangold, 2011). WOM is defined as the passing of information from person to person by the oral communication which could be as simple as telling someone a simple quote (Nur A’mirah Hassan Basri et al., 2016). This communication has a very powerful persuasive force in the diffusion of information especially to new or existing products or brands through customer review. WOM communication can be made traditionally like talking between two people or can be happened online by using internet as a platform which also known as Electronic Words of Mouth (eWOM).

Item Type:Book Section
Subjects:H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:Faculty of Technology Management and Business > Department of Business Management
ID Code:11127
Deposited By:Mr. Mohammad Shaifulrip Ithnin
Deposited On:13 May 2019 09:10
Last Modified:13 May 2019 09:10

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