Study the Relation between Brand Image and Electronic Word of Mouth

سال انتشار: 1394
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 686

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شناسه ملی سند علمی:

ICAMIB01_394

تاریخ نمایه سازی: 30 آبان 1394

چکیده مقاله:

The aim of this manuscript is to study the relationship between Electronic Word- of -Mouth(E-WOM) and brand image through exploring the moderating role of product type. Theresults from a 2(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 havesignificant difference while negative WOMs do not. Article findings confirm that E-WOMhas an impact on brand image and the moderating role of the product type. Finally, the articlepresented some managerial suggestions.

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نویسندگان

Ali Iranmanesh

Young Researchers & Elite Club, Khorasgan Branch, Islamic Azad University, Isfahan, Iran

Reza Iranmanesh

Research Member of Iranian Consulting Group (ICG)

Bahareh Bastmrokh

Student of Master of Tourism Management, Sheikhbahaee University, Iran

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