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Paper
Title

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

Year: 1391
COI: EBM01_152
Language: EnglishView: 909
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Authors

Ali Iranmanesh - Young Researchers Club, Khorasgan Branch, Islamic Azad University, Isfahan, Iran
Sharareh Rashan - Master Expert of Statistical Center of Iran and University Instructor
Reyhane Forootan Mehr - Graduated in Bachelor of Business Administration

Abstract:

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.

Keywords:

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

Paper COI Code

This Paper COI Code is EBM01_152. Also You can use the following address to link to this article. This link is permanent and is used as an article registration confirmation in the Civilica reference:

https://civilica.com/doc/206556/

How to Cite to This Paper:

If you want to refer to this Paper in your research work, you can simply use the following phrase in the resources section:
Iranmanesh, Ali and Rashan, Sharareh and Forootan Mehr, Reyhane,1391,The Relationship between Electronic Word of Mouth and Brand Image: Moderating Roles of Product Type,1st National Conference on engineering,Business Management,Kerman,https://civilica.com/doc/206556

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