• The Journal of Information Systems
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• v.31 no.4
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• pp.189-207
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• 2022

Purpose Previous research on customer engagement in SNS marketing has mainly addressed the conceptualization of type of word-of-mouth messages. However, there is a lack of researches about the effect of the brand-page characteristics on the type of word-of-mouth messages. Therefore, this study examined the effect of brand-page characteristics in terms of the type of word-of-mouth messages as the main objective and the effect of the type of word-of-mouth messages in terms of the brand loyalty as the secondary objective in the context of Facebook. Design/methodology/approach The empirical research was based on a poll done through 400 research candidates in the Facebook and the final 342 responses were collected and used in statistical data analysis. The adaptability, trust, and validity to measurement model were verified and the structural relationship in the research model was analyzed through these 342 responses. The collected data verified hypotheses established using the SPSS statistical package and structural equation model using AMOS. Findings The results showed that the BP-information provision had a non-significant effect on the factual word-of-mouth message and a significant effect on the evaluative word-of-mouth message. The BP-reliability had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. The BP-entertainment had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth effect. The BP-interaction had a non-significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. Finally, the factual word-of-mouth message and the evaluative word-of-mouth message had a significant effect on the brand loyalty.

• Journal of Distribution Science
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• v.20 no.7
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• pp.87-95
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• 2022

Purpose: This study aims to analyze the effects of Brand Coolness, Brand Love, and Self-brand Connections on Word-of-mouth positively. The retail format of Starbuck in Vietnam is successful in distribution applied when it becomes the place for customers to express themselves. Consumers are now aware about Brand Coolness of the Starbucks developed in Vietnam then turn to love the brand of store and connect themselves to the brand. In this study, the closest relationship to form the basis for consumer Word-of-mouth about a brand is the relationship between Brand Coolness and Brand Love. Results: The findings show that Brand Coolness and Brand Love are important value factors in customers' minds toward their behavior, form there, it will contribute to the brand store in distribution. Research design, data and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 600 samples. The data obtained shows that people have Word-of-mouth about the retail format of Starbucks in Ho Chi Minh City. Conclusion: The study has demonstrated the conclusions and proposed solutions to help beverage brands build Brand Love, thereby achieving coolness, connecting brands with themselves, leading to customer Word-of-mouth in a positive way towards retail format.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.449-457
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• 2020

This study's purpose was to empirically research the effect of brand image and brand love on brand commitment, and positive word of mouth. We analyzed research data from 267 customers at electronics stores in Ho Chi Minh City, Vietnam. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1= completely disagree and 5=completely agree. Based on previous studies, the research model was recommended. The Partial Least Squares method was done to examine the measurement model and the structural model. We had estimated the reliability of the scales through Cronbach's alpha and composite reliability. Besides, we had assessed discriminant validity through the Fornell-Larcker standard. The outcome of the study illustrated that brand image had a significantly positive influence on brand love. Besides, the results of the research declared that brand image was positively related to brand commitment. The results also revealed that brand image was positively linked to positive word of mouth. Likewise, the findings of the study disclosed that brand love had a positive impact on brand commitment and positive word of mouth. Additionally, the results of the research confirmed that brand commitment was positively linked to word of mouth.

• Journal of Sport and Applied Science
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• v.7 no.2
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• pp.13-19
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• 2023

Purpose: The purpose of this study is to provide directions and implications related to eco-friendly marketing and products of outdoor brand companies by empirically analyzing the influence of outdoor brand's eco-friendly activities on brand image and word of mouth. Research design, data, and methodology: In this study, a survey was conducted on those who have purchased outdoor brand products through the convenience sampling method, and a total of 470 effective samples were collected. Frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted based on the collected data. Results: As a result of the analysis, first, it was found that eco-friendly marketing among the eco-friendly activities of outdoor brands did not have a positive effect on the brand image. Second, among the eco-friendly activities of outdoor brands, eco-friendly products were found to have a positive effect on the brand image. Third, it was found that the brand image had an effect on word of mouth intention. Conclusions: Academic and practical implications were discussed based on the research results that eco-friendly marketing of outdoor brands does not have a positive effect on brand image, eco-friendly products have a positive effect on brand image, and brand image affects word of mouth.

• Journal of Distribution Science
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• v.21 no.1
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• pp.85-93
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• 2023

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

• The Korean Journal of Franchise Management
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• v.14 no.1
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• pp.1-21
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• 2023

Purpose: During COVID-19, consumers prefer social distancing or contactless activities for safety, and hygienic condition has become one of the most important factors in evaluating restaurants. Therefore, this study aims to investigate whether offline/online word-of-mouth is affected by restaurant quality. Research design, data and methodology: The data were collected from 480 consumers who had experiences of visiting a restaurant in the past 90 days and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Results: Physical environment and menu had positively significant effects on brand love, while employee service and hygiene had no significance on brand love. Restaurant environment, menu, and hygiene had negatively significant effects on brand hate, but employee service had not significant impact on brand hate. Brand love had positively significant effects on offline and online word-of-mouth, and brand hate had negatively significant effects on offline and online word-of-mouth. Conclusions: First, restaurants need to develop a pleasant space where customers can have emotional experiences. Second, restaurants need to fulfill customers' desire for global food consumption. Third, restaurants should ensure hygiene and safety to prevent customers' brand hate. Lastly, restaurants need to establish offline/online word-of-mouth strategy to identify which restaurant quality attributes influence brand love/hate and offline/online word-of-mouth.

• Industry Promotion Research
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• v.7 no.3
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• pp.9-16
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• 2022

In the midst of increasing interest in the environmental responsibility of companies, this study investigates how eco-friendly activities affect the creation of management performance. To this end, the effect of companies' green marketing on consumers' word-of-mouth intention, the mediating effect of brand reliability, and the moderating effect of consumers' pro-environmental behavior were verified. The results of the collected data analysis are as follows. First, companies' green marketing has a positive (+) effect on consumers' word-of-mouth intention. Second, brand reliability takes a positive (+) mediating role in the relationship between companies' green marketing and consumers' word-of-mouth intention. Third, consumers' pro-environment behavior has a moderating role between Brand Reliability and their word-of-mouth intention. Therefore, companies' eco-friendly strategies and their implementation will help enhance both brand reliability and consumers' word-of-mouth intention. By revealing the effect of companies' eco-friendly strategies and their implementation on brand reliability and consumers' word-of-mouth intention it is meaningful to analyze the relationship between green marketing and the possibility of consumers' spontaneous word-of-mouth intention. The results suggest to companies that it is necessary to establish an eco-friendly marketing strategy for sustainable growth.

• The Journal of Industrial Distribution & Business
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• v.10 no.8
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• pp.7-15
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• 2019

Purpose - This study aims to examine the influence of social network service (SNS) on the brand image of infant food products; highlight the effects of brand image on the purchasing and word-of-mouth intention; and explore the effects of the purchasing intention on the word-of-mouth intention. Research design, data, and methodology - Based on previous studies, it was found that the fundamental SNS characteristics for infant food products are reliability, interactivity, and informative. Using AMOS 22.0 and structural equation modeling (SEM), 288 questionnaires were surveyed as a statistical method for examining the proposed hypotheses. Results - The analysis shows that reliability and informative have significant impacts on brand image, whereas interactivity does not. Again, the effect of brand image of infant food products on the purchase and word-of-mouth intention is statistically significant. However, the results differ across the "working housewife" and the "full-time housewife" groups. The connection between reliability and brand image was found to be statistically significant in this study. Conclusions - This study analyzes the effects of SNS characteristics on the brand image of infant food products and the effect of the brand image on purchase and word-of-mouth intentions, and provides practical implications for the same.

• Journal of Digital Convergence
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• v.10 no.1
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• pp.195-202
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• 2012

This Study is to verify that Consulting firm's brand plays a mediating role in consulting expertise, experience utilizing, and word of mouth intention. The results of study show that firstly, Consulting expertise and experience utilizing have a positive effect on word of mouth intention, and secondly Consulting firm's brand have also a positive effect on the mediating role in the relationship between consulting expertise & experience utilizing, and of mouth intention. This study have a significant meaning to ascertain that word of mouth intention should enhance the value of consulting firm's brand with first priority, and importance of consulting expertise and experience utilizing should be recognized, and the values of consulting expertise and experience utilizing be enhanced by consulting firm's brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1139-1147
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• 2007

Word of mouth is becoming increasingly in the market these days as company offers many product, advertising, promotion for consumer. The Purpose of this study is to the effect of brand loyalty and word of mouth between trust and commitment of silver women and salesperson. A survey was conducted from October 15 to September 10 in 2006, among over the 60 aged silver women. 260 silver women subjects were frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The results are as follows: First, a degree of trust factors were determined to be specialty, benevolence, And a degree of commitment factors were determined to be calculative commitment, effective commitment. Second, a degree of trust and commitment factors had an effect on brand loyalty. Third, brand loyalty effect on word of mouth. The research finds that trust and commitment of multidimensional view effect on word of mouth and moderating effect of relationship.