The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE) (The Case: Dell Laptop)

Document Type : Research Paper

Authors

1 MSc in Marketing Management, University of Allameh Tabatabaei, Tehran, Iran

2 Associate Prof. in Marketing Management, University of Allameh Tabatabaei, Tehran, Iran

3 MSc in Business Management, Islamic Azad University, Tehran, Iran

Abstract

Electronic Word of Mouth (E-WOM) is a new emergent arena in which, consumers share their experiences and reviews on various brands and products such as Laptop with each other, through online communication channels. This is a practical and survey research. Research’s statistical society is the students of Allameh Tabatabaei University. Statistical sample is selected by relative categorized and available sampling, also 400 questionnaires were distributed. Since the aim of research is to investigate the effect of E-WOM on customer-based brand equity (CBBE) and purchase intention; theoretical framework and findings of previous studies are discussed and then conceptual model and hypothesizes are provided. Research findings indicate that E-WOM affects brand equity aspects; brand equity aspects (except brand awareness) affect purchase intention; and E-WOM affects purchase intention through brand equity. Finally, research propositions are provided.

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