The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran

Marketing Intelligence and Planning

Volumn 30, Issue 4, 2012, Pages 460-476

  Jalilvand, Mohammad Reza ^a   Samiei, Neda ^b  

^a UNIVERSITY OF TEHRAN   (Iran)

^b UNIVERSITY OF ISFAHAN   (Iran)

Author keywords

Brand image; Consumer behaviour; Internet; Iran; Social networks; Word of mouth

Indexed keywords

EID: 84863810891     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634501211231946     Document Type: Article

References (61)

1. Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, NY.
2. Aaker, D. (1996), Building Strong Brands, The Free Press, New York, NY.
3. ACNielsen (2007), Trust in Advertising: A Global Nielsen Consumer Report, ACNielsen, New York, NY, October.
4. Adjei, M.T., Noble, S.M. and Noble, C.H. (2009), "The influence of C2C communications in online brand communities on customer purchase behavior" in Journal of the Academy of Marketing Science, Vol. 38, No. 5, pp. 634-53.
5. Agarwal, M.K. and Rao, V.R. (1996), "An empirical comparison of consumer-based measures of brand equity" in Marketing Letters, Vol. 7, No. 3, pp. 237-47.
6. Alexandris, K., Dimitriadis, N. and Markata, D. (2002), "Can perception of service quality predict behavioral intentions? An exploratory study in the hotel sector in Greece" in Managing Service Quality, Vol. 12, No. 4, pp. 224-31.
7. Ashill, N.J. and Sinha, A. (2004), "An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention" in Journal of Asia-Pacific Business, Vol. 5, No. 3, p. 27.
8. Aydin, S. and Ozer, G. (2005), "The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market" in European Journal of Marketing, Vol. 39, Nos 7/8, pp. 910-25.
9. Bambauer-Sachse, S. and Mangold, S. (2011), "Brand equity dilution through negative online word-of-mouth communication" in Journal of Retailing and Consumer Services, Vol. 18, pp. 38-45.
10. Bian, X. and Moutinho, L. (2011), "The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: direct and indirect effects" in European Journal of Marketing, Vol. 45, Nos 1/2, p. 191.
11. Bickart, B. and Schindler, R.M. (2001), "Internet forums as influential sources of consumer information" in Journal of Interactive Marketing, Vol. 15, No. 3, pp. 31-40.
12. Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. (1993), "A dynamic process model of service quality: from expectations to behavioral intention" in Journal of Marketing Research, Vol. 30, pp. 7-27.
13. Brown, J., Broderick, A.J. and Lee, N. (2007), "Word of mouth communication within online communities: conceptualizing the online social network" in Journal of Interactive Marketing, Vol. 21, No. 3, pp. 2-20.
14. Byrne, B.M. (2001), Structural Equation Modelling with AMOS: Basic Concepts, Applications and Programming, Lawrence Erlbaum Associates, Mahwah, NJ.
15. Cousins, P.D. and Menguc, B. (2006), "The implications of socialization and integration in supply chain management" in Journal of Operations Management, Vol. 24, No. 5, pp. 604-20.
16. Chang, H.H. and Liu, Y.M. (2009), "The impact of brand equity on brand preference and purchase intentions in the service industries" in The Service Industries Journal, Vol. 29, No. 12, p. 1687.
17. Chatterjee, P. (2001), "Online reviews: do consumers use them?" in Advances in Consumer Research, Vol. 28, No. 1, pp. 129-33.
18. Chevalier, J.A. and Mayzlin, D. (2006), "The effect of word of mouth on sales: online book reviews" in Journal of Marketing Research, Vol. 43, No. 3, pp. 345-54.
19. Davis, A. and Khazanchi, D. (2008), "An empirical study of online word of mouth as a predictor for multi-product category e-commerce sales" in Electronic Markets, Vol. 18, No. 2, pp. 130-41.
20. Davis, D.F., Golicic, S.L. and Marquardt, A. (2009), "Measuring brand equity for logistics services" in International Journal of Logistics Management, Vol. 20, No. 2, pp. 201-12.
21. Gilly, M.C., Graham, J.L., Wolfinbarger, M.F. and Yale, L.J. (1998), "A dyadic study of interpersonal information search" in Journal of the Academy of Marketing Science, Vol. 26, No. 2, pp. 83-100.
22. Godes, D. and Mayzlin, D. (2004), "Using online conversations to study word-of-mouth communication" in Marketing Science, Vol. 23, No. 4, pp. 545-60.
23. Goldsmith, R.E. and Horowitz, D. (2006), "Measuring motivations for online opinion seeking" in Journal of Interactive Advertising, Vol. 6, No. 2, pp. 1-16.
24. Gruen, T.W., Osmonbekov, T. and Czaplewski, A.J. (2006), "EWOM: the impact of customer-to-customer online know-how exchange on customer value and loyalty" in Journal of Business Research, Vol. 59, No. 4, pp. 449-56.
25. Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, 5th ed., Prentice Hall, Upper Saddle River, NJ.
26. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), "Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?" in Journal of Interactive Marketing, Vol. 18, No. 1, pp. 38-52.
27. Herr, P.M., Kardes, F.R. and Kim, J. (1991), "Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective" in Journal of Consumer Research, Vol. 17, No. 4, pp. 454-62.
28. Keller, K.L. (1993), "Conceptualizing, measuring, and managing customer-based brand equity" in Journal of Marketing, Vol. 57, No. 1, pp. 1-22.
29. Keller, K.L. (1998), Strategic Brand Management. Building, Measuring and Managing Brand Equity, Prentice Hall, Englewood Cliffs, NJ.
30. Keller, K.L. and Lehmann, D.R. (2006), "Brands and branding: research findings and future priorities" in Marketing Science, Vol. 25, No. 6, pp. 740-59.
31. Kiecker, P. and Cowles, D.L. (2001), "Interpersonal communication and personal influence on the internet: a framework for examining online word-of-mouth" in Internet Applications in Euromarketing, Vol. 11, No. 2, pp. 71-88.
32. Kozinets, R.V., de Valck, K., Wojnicki, A.C. and Wilner, S.J.S. (2010), "Networked narratives: understanding word-of-mouth marketing in online communities" in Journal of Marketing, Vol. 74, No. 2, pp. 71-89.
33. Lee, M.K.O., Cheung, C.M.K., Lim, K.H. and Sia, C.L. (2006), "Understanding customer knowledge sharing in web-based discussion boards: an exploratory study" in Internet Research, Vol. 16, No. 3, pp. 289-303.
34. Lewis, R.C. and Chambers, R.E. (2000), Marketing Leadership in Hospitality. Foundations and Practices, Vol. III, Wiley, New York, NY.
35. Litvin, S.W., Goldsmith, R.E. and Pan, B. (2008), "Electronic word-of-mouth in hospitality and tourism management" in Tourism Management, Vol. 29, pp. 458-68.
36. Malhotra, N.K. (1999), Marketing Research: An Applied Orientation, 3rd ed., Prentice Hall, Englewood Cliffs, NJ.
37. Mayzlin, D. (2006), "Promotional chat on the internet" in Marketing Science, Vol. 25, No. 2, pp. 155-63.
38. Medsker, G.J., Williams, L.J. and Holahan, P.J. (1994), "A review of current practices for evaluating causal models in organizational behavior and human resources management research" in Journal of Management, Vol. 20, pp. 439-64.
39. Rowley, J. (2001), "Remodelling marketing communications in an internet environment" in Internet Research, Vol. 11, No. 3, pp. 203-12.
40. Sen, S. and Lerman, D. (2007), "Why are you telling me this? An examination into negative consumer reviews on the web" in Journal of Interactive Marketing, Vol. 21, No. 4, pp. 76-94.
41. Senecal, S. and Nantel, J. (2004), "The influence of online product recommendations on consumers' online choices" in Journal of Retailing, Vol. 80, No. 2, pp. 159-69.
42. Shukla, P. (2010), "Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: measuring interfunctional interactions and a cross-national comparison" in Journal of World Business, Vol. 46, No. 2, pp. 242-52.
43. Smith, D., Menon, S. and Sivakumar, K. (2005), "Online peer and editorial recommendations, trust, and choice in virtual markets" in Journal of Interactive Marketing, Vol. 19, No. 3, pp. 15-37.
44. Smith, R.E. and Vogt, C.A. (1995), "The effect of integrating advertising and negative word-of-mouth communications on message processing and response" in Journal of Consumer Psychology, Vol. 4, No. 2, pp. 133-51.
45. Stauss, B. (1997), "Global word of mouth: service bashing on the internet is a thorny issue" in Marketing Management, Vol. 6, No. 3, pp. 28-30.
46. Stauss, B. (2000), "Using new media for customer interaction: a challenge for relationship marketing" in Hennig-Thurau, T. and Hansen, U. (Eds.), Relationship Marketing, Springer, Berlin, pp. 233-53.
47. Subramani, M.R. and Rajagopalan, B. (2003), "Knowledge-sharing and influence in online social networks via viral marketing" in Communications of the ACM, Vol. 46, No. 12, pp. 300-7.
48. Sweeney, J.C., Soutar, G.N. and Mazzarol, T. (2008), "Factors influencing word of mouth effectiveness: receiver perspectives" in European Journal of Marketing, Vol. 42, Nos 3/4, pp. 344-64.
49. Trusov, M., Bucklin, R.E. and Pauwels, K. (2009), "Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site" in Journal of Marketing, Vol. 73, No. 5, pp. 90-102.
50. Wang, X. and Yang, Z. (2010), "The effect of brand credibility on consumers' brand purchase intention in emerging economies: the moderating role of brand awareness and brand image" in Journal of Global Marketing, Vol. 23, No. 3, p. 177.
51. Webster, F.E. and Keller, K.L. (2004), "A roadmap for branding in industrial markets" in Brand Management, Vol. 11, No. 5, pp. 388-402.
52. Weinberger, M.G. and Dillon, W.R. (1980), "The effect of unfavorable product rating information" in Advances in Consumer Research, Vol. 7, No. 1, pp. 528-32.
53. Wu, P.C.S., Yeh, G.Y.Y. and Hsiao, C.R. (2011), "The effect of store image and service quality on brand image and purchase intention for private label brands" in Australasian Marketing Journal, Vol. 19, pp. 30-9.
54. Xia, L. and Bechwati, N.N. (2008), "Word of mouth: the role of cognitive personalization in online consumer reviews" in Journal of Interactive Advertising, Vol. 9, No. 1, pp. 108-28.
55. Yoo, B. and Donthu, N. (2001), "Developing and validating a multidimensional consumer-based brand equity scale" in Journal of Business Research, Vol. 52, No. 1, pp. 1-14.
56. Zeithaml, V., Berry, L.L. and Parasuraman, A. (1996), "The behavioral consequences of service quality" in Journal of Marketing, Vol. 60, pp. 31-46.
57. Zhang, R. and Tran, T. (2009), "Helping e-commerce consumers make good purchase decisions: a user reviews-based approach" in Babin, G., Kropf, P. and Weiss, M. (Eds.), E-technologies: Innovation in an Open World, Springer, Berlin, pp. 1-11.
58. Zhu, F. and Zhang, X. (2010), "Impact of online consumer reviews on sales: the moderating role of product and consumer characteristics" in Journal of Marketing, Vol. 74, No. 2, pp. 133-48.
59. Harrison-Walker, L.J. (2001), "The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents" in Journal of Service Research, Vol. 4, pp. 60-75.
60. Sundaram, D.S., Mitra, K. and Webster, C. (1998), "Word-of-mouth communications: a motivational analysis" in Advances in Consumer Research, Vol. 25, pp. 527-31.
61. Westbrook, R.A. (1987), "Product/consumption-based affective responses and post purchase process" in Journal of Marketing Research, Vol. 24, No. 3, pp. 258-70.