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

Author

Listed:
  • Tran Trung Vinh
  • Truong Ba Thanh
  • Nguyen Hoang Ngan
  • Tran Thi Kim Phuong

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.

Suggested Citation

  • Tran Trung Vinh & Truong Ba Thanh & Nguyen Hoang Ngan & Tran Thi Kim Phuong, 2021. "The impact of word of mouth on brand equity: a case study from the sportswear market in Vietnam," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 21(3), pages 411-432.
    • Handle: RePEc:ids:ijecbr:v:21:y:2021:i:3:p:411-432
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