Electric Word Of Mouth (Ewom) Effect On Brand Equity

Authors

  • Basem Ghadeer Tishreen University
  • Kenan Saleh Tishreen University

Abstract

The research aimed to study the effect of the electric word of mouth (eWOM) on brand equity and brand attitude. A questionnaire was designed and conducted on a convenient sample of restaurant customers in Lattakia Governorate, where 240 questionnaires were distributed and 229 questionnaires were retrieved, of which 224 valid for the study.

The research concluded that there is a positive effect of electric word of mouth on brand equity and brand attitude, in addition; there is a positive effect of brand attitude on brand equity. The research also concluded that the brand attitude mediates the effect of the electric word of mouth on the brand equity, as the electric word of mouth affects brand equity through its effect on brand attitude.

Author Biographies

Basem Ghadeer , Tishreen University

Professor, Department Of Business Administration, Faculty Of Economics 

Kenan Saleh , Tishreen University

  Postgraduate Student (Doctoral Of Marketing), Department Of Business Administration, Faculty Of Economics 

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Published

2021-01-26

How to Cite

1.
غدير ب, صالح ك. Electric Word Of Mouth (Ewom) Effect On Brand Equity. Tuj-econ [Internet]. 2021Jan.26 [cited 2024Nov.25];42(6). Available from: https://journal.tishreen.edu.sy/index.php/econlaw/article/view/10276

Issue

Vol. 42 No. 6 (2020): Tishreen University Journal for Research and Scientific Studies - Economic and Legal Sciences Series

Section

Articles

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