The Effect of Electronic Word-Of-Mouth (Ewom) On Brand Image and Purchase Intention: A Conceptual Paper

Al Halbusi, H. and Tehseen, S. The Effect of Electronic Word-Of-Mouth (Ewom) On Brand Image and Purchase Intention: A Conceptual Paper. Draft Articles. (Unpublished)

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Abstract

The purpose of this research paper is to investigate the effect of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. A study on Malaysia’s automobile industry focusing on Malaysian branded cars. However, before we embark to the details of this research, the paper will give a synopsis of the study. Initially this will highlight commence with a research background followed by a problem statement then significance of the study which will eventually be trailed with the research questions, research objectives and lastly, limitations will be elucidated.

Item Type: Article
Uncontrolled Keywords: Electronic Word; EWOM; Brand Image; Brands; Purchase Intention; Buy intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > Business
Divisions: Faculty of Business and Accountancy
Depositing User: Mr Hussam Al Halbusi
Date Deposited: 20 Apr 2018 02:27
Last Modified: 20 Apr 2018 02:29
URI: http://eprints.um.edu.my/id/eprint/18564

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