Title: Impact of electronic word-of-mouth communication on building brand equity: an Indonesian perspective
Authors: M.S. Mahrinasari; Christopher Marquette; Satria Bangsawan
Faculty of Economics and Business, The University of Lampung, Bandar Lampung, Bandarlampung, 35141, Indonesia
School of Business, Department of Finance, American University of Ras Al Khaimah, Ras Al Khaimah, UAE
Faculty of Economics and Business The University of Lampung, Bandar Lampung, 35141, Indonesia
Abstract: The objective of this study is to develop a model of electronic word of mouth (eWOM) communication. We examine the effect of consumers' restaurant experience (CREp) and country of origin (COO) on eWOM and the effect that eWOM and COO have on brand equity. We survey 360 diners in restaurants in Indonesia in which we get 323 usable responses and analyse the data with Tobit regressions. We find that CREp and COO have a significantly positive effect on eWOM and eWOM and COO have a significantly positive effect on brand equity.
Keywords: CREp; consumers' restaurant experience; COO; country of origin; eWOM; electronic word of mouth; brand equity.
J. for Global Business Advancement, 2017 Vol.10, No.5, pp.527 - 545
Submission date: 29 Aug 2017
Date of acceptance: 11 Sep 2017
Available online: 21 Dec 2017