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مقالات فارسیISIکنفرانسهاژورنالها

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

Publish place: 1st National Conference on engineering,Business Management
Publish Year: 1391
نوع سند: مقاله کنفرانسی
زبان: English
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https://civilica.com/doc/206556

شناسه ملی سند علمی:

EBM01_152

تاریخ نمایه سازی: 7 مرداد 1392

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

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

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