The Role of Viral Marketing on Costumer-Based Brand Equity in Tehran Mobile Market

Document Type : Research Paper

Authors

1 Associate Prof. in Enterprise Entrepreneurship, Faculty of Entrepreneurship, Tehran University, Tehran, Iran

2 Prof. in Business Management, University of Tarbiat Modarres, Tehran, Iran

3 Master of Science in Entrepreneurship Management, Faculty of Entrepreneurship, Tehran University, Tehran, Iran

Abstract

Viral marketing, as an effective factor of modifying costumer behavior, is a new means that encourages individuals to pass on a marketing message to others, which like viruses has potential for exponential growth. On the other hand, expansion of brand has been always as one of the most important strategies of growth. Strong brand equity means customer loyalty, less vulnerability to critics, higher margin, customer support and effectiveness of marketing activities for enterprises. The critical question in this article is about the role of viral marketing as an effective way of entrepreneurial promotion on costumer-based brand equity in mobile market of Tehran, Iran. This article demonstrates the role of viral marketing on the costumer-based brand equity via a survey method among 500 consumers of Tehran mobile market. The collected data was analyzed through Lizrel 8.54 software and with SEM method. The results indicate that viral marketing has a significant impact on costumer-based brand equity.

Keywords

Main Subjects

References

Aaker, D. A. (1995). Bulding Strong Brands. New York, Free press.
Aaker, D. A. & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.
Baack, D.W. (2006). Brand Association Measurment and Advertising's Modification of Association Strength. Saint Louis: UMI.
Brown, J., Broderick, A. & Lee, N. (2007). Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2–20.
Buttle, F.A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3), 241-254.
Cakim, I. (2010). Implementing Word of Mouth Marketing. Hoboken, N.J: Wiley.
Chan, Y. & Ngai, E. (2011). Conceptualising Electronic Word of Mouth Activity An Input-Process-Output Perspective. Marketing Intelligence & Planning, 29(5), 488-516.
Cruz, D. & Fill, C. (2008). Evaluating Viral Marketing: Isolationg the Key Criteria. Marketing Intelligence & Planning, 26(7), 743-758.
Davis, A. & Khazanchi, D. (2008). An Empirical Study of Online Word of Mouth as a Predictor for Multi-product Category e-Commerce Sales. Electronic Markets, 18(2), 130-141.
Divandari, A. Haghighi, M. & Allahyari, A. (2011). Investigation of the Relationship between Brand Meaning-Creator Elements and Brand Knowledge, According to Customer Based Brand Equity (A Case Study of Bank Mellat), Journal of Business Management, 3(10), 75-92. (in Persian)
Dobele, A., Toleman, D. & Beverland, M. (2005). Controlled Infection! Spreading the Brand Message Through Viral marketing. Bussiness Horizons, 48(1), 143-149.
Erdem, T. & Swait, J. (1998). Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
Ferguson, R. (2008). Word of Mouth and Viral Marketing: Taking the Temperature of the Hottest Trends in Marketing. Journal of Consumer Marketing, 25(3), 179-192.
Harrison-Walker, J.L. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and customer Commitment As Potential Antecedents. Journal of Service Research, 60(4), 60-75.
Helm, S. (2001). Viral Marketing - Establishing Customer Relationships by :Word-of-mouse. Electronic Markets, 10(3), 158 -161.
Ho, J. Y. & Dempsey, M. (2010). Viral marketing:Motivations to forward online content. Journal of Business Research, 63(1), 1000-1006.
Huang, C.C., Lin, T.C. & Lin, K.J. (2009). Factors affecting pass-along email intention(PAEIs): Integrationg the social capital and social cognition theories. Electronic Commerce Research and Application, 8(1), 160-169.
Huber, T. (2001). Brand Equity Excellence: Volume 1, Brand Equity Review. Dusseldorf: BBDO Group.
Jalilvand, M.R. & Ebrahimi, A. (2011). The Influence of Word of Mouth on Purchase of Local Made Cars (Case‌ Study: Samand from Iran Khodro Company in City of Isfahan). Journal of Business Management, 3(9), 57-70. (in Persian)
Kaplan, A. M. & Haenlein, M. (2011). Two Hearts in Three-quarter Time: How to Waltz The Social Media / Viral Marketing Dance. business Horizons, 54(1), 253-263.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Costumer Brand Equity. Journal of marketing, 57(1), 1-22.
Keller, K. & Lehmann, D. (2004). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(1), 740–759.
Kim, J. H. & Hyun, Y. (2010). A Model to Investigate the Influence of Marketing-Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector. Industrial Marketing Management, 28(1), 74-89.
Kirby, J. & Marsden, P. (2006). Connected Marketing,The Viral, Buzz and Word of Mouth Revolution. Bodmin: Elsevier Ltd.
Kiss, C. & Bichler, M. (2008). Identification of Influencers — Measuring Influence in Customer Networks. Decision Support Systems, 46(1), 233-253.
Konecnik, M. & Gartner, W.C. (2007). Customer-Based Brand Equity For a Destination. Annals of Tourism Research, 34(2), 400-421.
Kraus, S., Harms, R. & Fink, M. (2009). Entrepreneurial Marketing: Moving beyond Marketing in New Ventures. Internatonal Journal of Entrepreneurship and Innovation Management, 11(1), 98-111.
Lui, Y. (2006). Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(1), 74-89.
Motameni, R. & Shahrokhi, M. (1998). Brand Equity Valuation:a Global Perspective. Journal of Product and Brand Management,7(4), 275-290.
Nikookar, Gh. H., Ekhlasi, A. & Toluei, P. (2011). Presenting a Mathematical Model for Measuring Brand Equity, Journal of Business Management, 4(11), 105-120. (in Persian)
Sehhat, S., Bajamalavi Rostami, H. & Kashkooli, M. (2012). The Effects of Marketing Mix Elements of Karafarin Insurance Company on Customer-based Brand Equity. Journal of Business Management, 4(12), 71-90.
(in Persian)
Shaemi, A. & Barari, M. (2011). Locus of Control and Word of Mouth Communication among Consumer. Journal of Business Management, 3(8), 101-114. (in Persian)
Townsend, J. D. (2005). Sources and Consequences of Brand Equity in the Autmotive Industry. Michigan: Michigan State University.
Woerndl, M., Papagiannidis, S., Bourlakis, M. & Li, F. (2008). Internet-induced Marketing Techniques: Critical Factors in Viral Marketing Campaigns. Inernational Journal of Business Science and Applied Management, 3(1), 33-45.
Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Journal of Business Management
Volume 9, Issue 2
2017
Pages 337-352

Files

Share

How to cite

Statistics