Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market

Mehran Rezvani (), Seyed Hamid Khodadad Hoseini and Mohammad Mehdi Samadzadeh
Additional contact information
Mehran Rezvani: Assistant professor, Faculty of Entrepreneurship, University of Tehran, Iran
Seyed Hamid Khodadad Hoseini: Associate Professor, Faculty of Management and Economics, University of Tarbiat, Iran
Mohammad Mehdi Samadzadeh: M.S of Entrepreneurship, Faculty of Entrepreneurship, University of Tehran

Journal of Knowledge Management, Economics and Information Technology, 2012, vol. 2, issue 1, 3

Abstract: This paper investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE) creation. WOM characteristics such as, volume, valence, and source quality are studied to find how intensely they each affect brand awareness, perceived quality, and brand association. This investigation has been conducted in Tehran-Iran, on the cell-phone market. The methodology selected for this study was structural equation and all the calculations were done using Lisrel 8.54. The results suggested that volume and valence, two elements of WOM, affect CBBE and no significant relationship between source type and brand equity was seen.

Keywords: Costumer-based brand equity; Word of mouth; Mobile market; Structural equation model (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.scientificpapers.org/download/124/ (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spp:jkmeit:1241

Access Statistics for this article

More articles in Journal of Knowledge Management, Economics and Information Technology from ScientificPapers.org
Bibliographic data for series maintained by Adrian Ghencea ().