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EWOM and brand awareness impact on consumer purchase intention: Mediating role of brand image

机译:EWOM和品牌意识对消费者购买意愿的影响:品牌形象的中介作用

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The basic purpose of this research is to analyze the impact of electronic word of mouth (eWOM) and brand awareness on customer purchase intention with the mediating role of brand image. The research is conducted to analyze the full or partial role of mediator on the said relationship. This research is basically conducted on customers of mobile users of Rawalpindi and Islamabad. To check this relationship a total of 300 questionnaires were floated in four universities of twin cities, of which 262 questionnaires with a response rate of 87.33% were received back on which mediation analysis has been performed. The results show full mediating impact of brand image on Electronic Word of Mouth (eWOM) and customer purchase intention relationship, while partial mediating role of brand image on relationship of brand awareness and customer purchase intention has been observed. This research will help marketers in implementing better marketing techniques for boosting customers purchase intention.
机译:这项研究的基本目的是分析电子口碑(eWOM)和品牌意识对客户购买意愿的影响,以及品牌形象的中介作用。进行研究是为了分析调解人在上述关系中的全部或部分作用。这项研究基本上是针对拉瓦尔品第和伊斯兰堡的移动用户进行的。为了检验这种关系,在两座城市的四所大学中共发放了300份问卷,其中接受了262份问卷,回复率为87.33%,并进行了调解分析。结果表明,品牌形象对电子口碑(eWOM)和顾客购买意愿关系具有完全的中介作用,而品牌形象对品牌知名度和顾客购买意愿之间的中介作用也得到了部分中介作用。这项研究将帮助营销人员实施更好的营销技巧,以提高客户的购买意愿。

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