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

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

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...

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Bibliographic Details
Main Authors: Maryam Tariq, Tanveer Abbas, Muhammad Abrar, Asif Iqbal
Format: Article
Language:English
Published: Fatima Jinnah Women University 2017-03-01
Series:Pakistan Administrative Review
Subjects:
eWOM
brand awareness
brand image
customer purchase intention
Online Access:http://www.par.fjwu.edu.pk/archive.php?cat_id=1&download_id=8

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