Management, Vol. 2, Issue 1, Feb  2018, Pages 1-12; DOI: 10.31058/j.mana.2018.21001 10.31058/j.mana.2018.21001

Effects of Electronic Word-of-Mouth on Consumers Purchase Intentions Through Brand Association in Iran Perspective

Management, Vol. 2, Issue 1, Feb  2018, Pages 1-12.

DOI: 10.31058/j.mana.2018.21001

Yousef Sharifpour 1* , Mohd Noor Azli Bin Ali Khan 1 , Abbas Mardani 1 , Khezer Azizi 2

1 Faculty of Management, Universiti Teknologi Malaysia, Johor Bahru, Malaysia

2 Faculty of Management, Islamic Azad Uuiversiti, Sardasht, Iran

Received: 21 December 2017; Accepted: 2 January 2018; Published: 2 February 2018

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Abstract

Background/Objectives: Electronic word-of-mouth (eWOM) is a strong advertising tool for consumers, which affects their assessment of various existing brands and products such as mobile brands through online communication channels. This study aims to explain the influence of eWOM on consumers purchase intentions through brand association in Iran perspective, focusing on Samsung mobile brand. Methods/Statistical analysis: The group studied is a sample of 384 Samsung brand users among students of Tehran Islamic Azad University in Iran who answered questionnaire survey. SPSS program has been used to generate descriptive and inferential statistics while AMOS program has been used for path analysis. Findings: The result from this study indicates that eWOM has significant positive effect on brand association and purchase intention. and the effects of brand association on purchase intention were statistically significant and positive. So, the all proposed hypothesiss are accepted. Improvements/Applications: This study contributes to the explorance on the importance of eWOM on purchase intention through brand association.

Keywords

Electronic Word of Mouth, Purchase Intention, Brand Association

Copyright

© 2017 by the authors. Licensee International Technology and Science Press Limited. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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