The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan
作者: Anees Kazmi Qazi Shujaat Mehmood
刊名: Management Science Letters, 2016, Vol.6 (7), pp.499-508
来源数据库: Directory of Open Access Journals
DOI: 10.5267/j.msl.2016.5.003
关键词: Electronic word of mouthBrand imagePurchase intentionMillennialConsumer Electronics
原始语种摘要: This study aims to focus on the purchase intention of the consumer specifically the millennial age group with respect to the effect of Electronic word of mouth communication and brand image. The study is performed among the students of the University of Haripur. Study reveals that the effect of Electronic word of mouth and brand image for the purchase of consumer electronics products have positively correlated and the effect is significant, which means that the Word of mouth communication can positively respond to the purchase of the said products in case when the products are branded and have certain image in the mind of consumer.
全文获取路径: DOAJ  (合作)

  • intention 意图
  • mouth 
  • Pakistan 巴基斯坦
  • purchase 购买
  • image 
  • brand 黑穗病
  • effect 效应
  • word 
  • electronics 电子学
  • communication 通信