![]() ![]() Journal of Marketing, 65, 81-94.Ĭhevalier, J., and Mayzlin, D. "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty". Journal of Strategic Marketing, 6, 241-254. Word of mouth: Understanding and managing referral marketing. Word-of-Mouth Effects on Short-term and Long-term Product Judgments. Consumers Behavior and Marketing Action, Edisi 3, Kent Publishing Company, Boston Massachusset, AS.īone, P.F. Role of product-related conversations in the diffusion of a new product. Consumer Evaluations of Brand Extensions, Journal of Marketing, 54(1), pp. The strongest relationship is that eWOM positively influence brand image and eWOM postively influence buying interest.Īaker, D.A., and Keller, K.L. Brand image, brand trust is the mediation between eWOM and buying interest, such that in total it strengthen the influence. The results obtained, eWOM directly effect on brand image, brand trust and buying interest, while brand image directly influence brand trust and buying interest, and brand trust directly influence the buying interest. Research conducted on 250 consumers as purposive sampling, and analyzed using SPSS Version 13 to see the profile of consumers, measures of central tendency and variation of each indicator of variable of research, and SmartPLS Version 2:00 to examine the relationship of influence with SEM models. ![]() More specific objectives of this research is to analyze the influence of eWOM on brand image, brand trust and buying interest of a smartphone. This study was conducted to understand the influence of eWOM, through the Internet, on Brand Image, Brand Trust and Buying interest. Fakultas Ekonomi Universitas Kristen PetraĪlumni Magister Manajemen Universitas Kristen PetraĮWOM, brand image, brand trust, buying interest. ![]()
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