The impact of word of mouth on brand equity: a case study from the sportswear market in Vietnam
by Tran Trung Vinh; Truong Ba Thanh; Nguyen Hoang Ngan; Tran Thi Kim Phuong
International Journal of Economics and Business Research (IJEBR), Vol. 21, No. 3, 2021

Abstract: The main purpose of this study is to explore the influence of word of mouth (WOM) on brand equity in the causal relationships between its dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. Sample data was collected from 335 customers in the sportswear market of Vietnam. Empirical results revealed that the model was a suitable fit with the sample. Results from structural equation modelling (SEM) show that: 1) WOM has positive effects on brand awareness, brand association, perceived quality and brand loyalty; 2) these dimensions of brand equity are interrelated. Some suggestions for future research are provided.

Online publication date: Tue, 20-Apr-2021

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