The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?

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ID: 78782
2018
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Abstract
Abstract. In the fourth industrial revolution, technology plays a greater role in influencing customers’ preferences towards certain brands. Internet and social media platform has become a powerful marketing tool for sharing relatable experiences among customers online. The objective of this research was to investigate the role of Electronic Word of Mouth (EWOM) on Brand Equity and its impact on Purchasing Decision of Imported Shoes in Bekasi, Indonesia. This research used primary data by distributing questionnaires to 162 customers of imported shoes. The data of this research was analyzed through SPSS and the hypotheses were tested by employing Binomial Logistic Regression. The result of this research suggested that E-WOM has a positive impact on all dimensions of Brand Equity and a good online Brand Equity generates high customers’ involvements in purchasing decisions. The highest influencer towards Purchasing Decision was Brand Awareness; whereas the least influencing variable was Perceived Quality. Keywords: Electronic word of mouth (EWOM), brand association, brand awareness, brand loyalty, perceived quality, purchasing decision, technology in marketing
Reference Key
syahrivar2018asian Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Syahrivar, Jhanghiz;Ichlas, Andy Muhammad;
Journal asian journal of technology management
Year 2018
DOI
DOI not found
URL
http://journal.sbm.itb.ac.id/index.php/ajtm/article/view/2521
Keywords
Technology (General) environmental effects of industries and plants renewable energy sources environmental sciences public aspects of medicine social sciences management. industrial management communication. mass media marketing. distribution of products

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