Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market

This paper investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE) creation. WOM characteristics such as, volume, valence, and source quality are studied to find how intensely they each affect brand awareness, perceived quality, and brand association. This investigation...

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Bibliographic Details
Published inJournal of knowledge management, economics and information technology Vol. 2; no. 1
Main Authors SAMADZADEH, Mohammad Mehdi, HOSEINI, Seyed Hamid Khodadad, REZVANI, Mehran
Format Journal Article
LanguageEnglish
Published ScientificPapers.org 2012
SeriesJournal of Knowledge Management, Economics and Information Technology
Subjects
Costumer-based brand equity
Mobile market
Structural equation model
Word of mouth
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Summary:This paper investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE) creation. WOM characteristics such as, volume, valence, and source quality are studied to find how intensely they each affect brand awareness, perceived quality, and brand association. This investigation has been conducted in Tehran-Iran, on the cell-phone market. The methodology selected for this study was structural equation and all the calculations were done using Lisrel 8.54. The results suggested that volume and valence, two elements of WOM, affect CBBE and no significant relationship between source type and brand equity was seen.
ISSN:2069-5934
2069-5934