The Relationship between Electronic Word of Mouth and Brand Image: Moderating Roles of Product Type

This paper mainly investigates the relationship between Electronic Word-of-Mouth (E-WOM)and brand image through exploring the moderating role of product type. Our results from a2(Positive WOM vs. Negative WOM)*2(Search goods vs. Experience goods) experiment design show that WOM valence has significant effect on brand image; In addition, positive WOMs have greater effect on search goods than experience goods and they have significantdifference while negative WOMs do not. These findings confirm the effect of E-WOM on brand image and the moderating role of the product type, and then some management suggestions are given.

کلیدواژه ها:

Brand image ، Electronic Word-of-Mouth (E-WOM) ، Product type