IDEAS home Printed from https://ideas.repec.org/a/spp/jkmeit/1241.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Mehran REZVANI & Seyed Hamid Khodadad HOSEINI & Mohammad Mehdi SAMADZADEH, 2012. "Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-3, February.
    • Handle: RePEc:spp:jkmeit:1241
    as

    Download full text from publisher

    File URL: http://www.scientificpapers.org/download/124/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Valette-Florence, Pierre & Guizani, Haythem & Merunka, Dwight, 2011. "The impact of brand personality and sales promotions on brand equity," Journal of Business Research, Elsevier, vol. 64(1), pages 24-28, January.
    2. Pierre Valette-Florence & Haythem Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print hal-01822306, HAL.
    3. Abhijit V. Banerjee, 1993. "The Economics of Rumours," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 60(2), pages 309-327.
    4. Bambauer-Sachse, Silke & Mangold, Sabrina, 2011. "Brand equity dilution through negative online word-of-mouth communication," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 38-45.
    5. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    6. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
    7. Abhijit V. Banerjee, 1992. "A Simple Model of Herd Behavior," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 107(3), pages 797-817.
    8. Nanda Kumar & Izak Benbasat, 2006. "Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites," Information Systems Research, INFORMS, vol. 17(4), pages 425-439, December.
    9. Anderson, Eugene W & Salisbury, Linda Court, 2003. "The Formation of Market-Level Expectations and Its Covariates," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 115-124, June.
    10. Lee, Jin-Soo & Back, Ki-Joon, 2010. "Reexamination of attendee-based brand equity," Tourism Management, Elsevier, vol. 31(3), pages 395-401.
    11. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    12. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    13. Reynolds, Thomas J. & Phillips, Carol B., 2005. "In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 171-186, June.
    14. Pierre Valette-Florence & H. Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print halshs-00786047, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Boateng, Mark K. & Awuah-Offei, Kwame, 2017. "Agent-based modeling framework for modeling the effect of information diffusion on community acceptance of mining," Technological Forecasting and Social Change, Elsevier, vol. 117(C), pages 1-11.
    2. Jalal Hanaysha, 2016. "Examining the link between word of mouth and brand equity: A study on international fast food restaurants in Malaysia," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(3), pages 41-49, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    2. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    3. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    4. Aloy Okafor & Olusoji George, 2016. "Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 84-96, April.
    5. Vikas Singla & Gaurav Gupta, 2019. "Emotional Branding Scale and Its Role in Formation of Brand Trust," Paradigm, , vol. 23(2), pages 148-163, December.
    6. Jorge Mejia & Anandasivam Gopal & Michael Trusov, 2020. "Deal or No Deal? Online Deals, Retailer Heterogeneity, and Brand Evaluations in a Competitive Environment," Information Systems Research, INFORMS, vol. 31(4), pages 1087-1106, December.
    7. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    8. Ahmad, Anees & Thyagaraj, K.S., 2017. "An empirical comparison of two brand personality scales: Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 86-92.
    9. Natalia A. Kochkina & Olga V. Novikova & Dmitriy B. Potapov, 2014. "What Affects Brand Equity: The Precise Measurement With Consumer Choice Model," HSE Working papers WP BRP 26/MAN/2014, National Research University Higher School of Economics.
    10. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    11. Barreda, Albert A. & Bilgihan, Anil & Nusair, Khaldoon & Okumus, Fevzi, 2016. "Online branding: Development of hotel branding through interactivity theory," Tourism Management, Elsevier, vol. 57(C), pages 180-192.
    12. Chen, Lijun & Parcell, Joe L & Chen, Chao & James, Harvey S. Jr & Xu, Danning, 2016. "Consumer preference for supermarket food sampling in China," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236043, Agricultural and Applied Economics Association.
    13. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    14. Wu, Chih-Wen, 2014. "The study of service innovation for digiservice on loyalty," Journal of Business Research, Elsevier, vol. 67(5), pages 819-824.
    15. Chofor Joyvice & Johannes Tabi Atemnkeng & Molem Christopher Sama & MBU Sunday Agbor & NEBA Noela Buwah, 2019. "The Effect of Deceptive Marketing Communication on the Brand Equity of Private Higher Education Institutions (PHEIs) in the Northwest and Southwest Regions of Cameroon," International Journal of Social and Administrative Sciences, Asian Economic and Social Society, vol. 4(1), pages 1-13, March.
    16. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    17. Jingyu Li & Anding Zhu & Dongsheng Liu & Wenmin Zhao & Yi Zhou & Yahui Chen & Yanni Liu & Nan Sun, 2020. "Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation," Sustainability, MDPI, vol. 12(7), pages 1-24, March.
    18. Evodia Mankuroane & Wilme van Heerden & Sune Ferreira-Schenk & Zandri Dickason-Koekemoer, 2022. "Psychological and Behavioural Drivers of Short-Term Investment Intentions," International Journal of Economics and Financial Issues, Econjournals, vol. 12(4), pages 19-27, July.
    19. Bilal Gerekan & Abdulkadir Pehlivan & Mahmut Kocan, 2019. "The Effect of Firm Growth on Brand Value: Evidence from Brand Finance Turkey-100," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 9(9), pages 1067-1076, September.
    20. G. R. Chen, 2014. "How do advertised brands benefit from private labels? An application of rational expectations models," Applied Economics, Taylor & Francis Journals, vol. 46(24), pages 2891-2902, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spp:jkmeit:1241. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Adrian Ghencea (email available below). General contact details of provider: http://www.scientificpapers.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.