EWOM and brand awareness impact on consumer purchase intention: Mediating role of brand image

Pakistan Administrative Review

Maryam Tariq¹  Tanveer Abbas²  Muhammad Abrar³  Asif Iqbal⁴ 

[1] COMSATS Institute of Science and Technology, Islamabad Pakistan;Fatima Jinnah Women University, Rawalpindi Pakistan;Government College University, Faisalabad, Pakistan;International Islamic University, Islamabad Pakistan;

关键词: eWOM;    brand awareness;    brand image;    customer purchase intention;   

DOI  :  

来源: DOAJ

【 摘 要 】

The basic purpose of this research is to analyze the impact of electronic word of mouth (eWOM) and brand awareness on customer purchase intention with the mediating role of brand image. The research is conducted to analyze the full or partial role of mediator on the said relationship. This research is basically conducted on customers of mobile users of Rawalpindi and Islamabad. To check this relationship a total of 300 questionnaires were floated in four universities of twin cities, of which 262 questionnaires with a response rate of 87.33% were received back on which mediation analysis has been performed. The results show full mediating impact of brand image on Electronic Word of Mouth (eWOM) and customer purchase intention relationship, while partial mediating role of brand image on relationship of brand awareness and customer purchase intention has been observed. This research will help marketers in implementing better marketing techniques for boosting customers purchase intention.

【 授权许可】

Unknown