Journal article | Zeitschriftenartikel
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image
The basic purpose of this research is to analyze the impact of electronic word of mouth (eWOM) and brand awareness on customer purchase intention with the mediating role of brand image. The research is conducted to analyze the full or partial role of mediator on the said relationship. This research is basically conducted on customers of mobile users of Rawalpindi and Islamabad. To check this relationship a total of 300 questionnaires were floated in four universities of twin cities, of which 262 questionnaires with a response rate of 87.33% were received back on which mediation analysis has been performed. The results show full mediating impact of brand image on Electronic Word of Mouth (eWOM) and customer purchase intention relationship, while partial mediating role of brand image on relationship of brand awareness and customer purchase intention has been observed. This research will help marketers in implementing better marketing techniques for boosting customers purchase intention.
- ISSN
-
2521-0203
- Umfang
-
Seite(n): 84-102
- Sprache
-
Englisch
- Anmerkungen
-
Status: Veröffentlichungsversion; begutachtet (peer reviewed)
- Erschienen in
-
Pakistan Administrative Review, 1(1)
- Thema
-
Soziologie, Anthropologie
Psychologie
Publizistische Medien, Journalismus,Verlagswesen
Wirtschaftssoziologie
Werbung, Public Relations, Öffentlichkeitsarbeit
Sozialpsychologie
Konsum
elektronische Medien
Kaufverhalten
Marke
Markenartikel
Symbol
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Tariq, Maryam
Abbas, Tanveer
Abrar, Muhammad
Iqbal, Asif
- Ereignis
-
Veröffentlichung
- (wann)
-
2017
- URN
-
urn:nbn:de:0168-ssoar-51876-8
- Rechteinformation
-
GESIS - Leibniz-Institut für Sozialwissenschaften. Bibliothek Köln
- Letzte Aktualisierung
-
21.06.2024, 16:27 MESZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
GESIS - Leibniz-Institut für Sozialwissenschaften. Bibliothek Köln. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
GESIS - Leibniz-Institut für Sozialwissenschaften. Bibliothek Köln. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Zeitschriftenartikel
Beteiligte
- Tariq, Maryam
- Abbas, Tanveer
- Abrar, Muhammad
- Iqbal, Asif
Entstanden
- 2017
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