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 (Unpublished)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 |
|---|---|
| Funders: | UNSPECIFIED |
| 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 Economics |
| 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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