Title: The impact of word of mouth on brand equity: a case study from the sportswear market in Vietnam

Authors: Tran Trung Vinh; Truong Ba Thanh; Nguyen Hoang Ngan; Tran Thi Kim Phuong

Addresses: Faculty of Tourism, University of Economics, The University of Danang, 71 Ngu Hanh Son Street, Ngu Hanh Son District, Danang city, 550000, Vietnam ' Accounting Department, University of Economics, The University of Danang, 71 Ngu Hanh Son Street, Ngu Hanh Son District, Danang city, 550000, Vietnam ' Faculty of Economics, Pham Van Dong University, 986 Quang Trung Street, Chanh Lo District, Quang Ngai city, 570000, Vietnam ' Faculty of Tourism, University of Economics, The University of Danang, 71 Ngu Hanh Son Street, Ngu Hanh Son District, Danang city, 550000, Vietnam

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.

Keywords: WOM; word of mouth; brand equity; brand awareness; brand association; perceived quality; brand loyalty; sportswear market; SEM; structural equation modelling.

DOI: 10.1504/IJEBR.2021.114380

International Journal of Economics and Business Research, 2021 Vol.21 No.3, pp.411 - 432

Received: 23 Jun 2019
Accepted: 19 Mar 2020

Published online: 26 Feb 2021 *

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