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The Effect of Word of Mouth Marketing on the Purchase Behavior Via Brand Image and Perceived Quality

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  • Zuhrem Yaman

Abstract

In terms of businesses in today's world, the most important way of sustainability is through a good sense of quality and a brand image. Especially when the uncertainties about the service to be offered in the service sector are excessive, people can postpone the decision stage as long as they are not confident. For a service that they do not already have experience, the customers choose the way to prefer perceived quality perception and businesses with high brand image with the help of word of mouth marketing. In this study, it is aimed to determine whether word of mouth marketing has effect on the purchasing behavior via brand image and perceived quality. In order to collect the data in the study, scales which consists of 23 items, 89 for Cronbach Alpha internal consistency coefficient word of mouth marketing, 80 for brand image, 92 for perceived quality, developed by Goyette vd (2010), Ural and Perk (2012) and Pappu, Quester ve Cooksey (2006) was used. As a result of the analyzes made, it has been found out that word of mouth marketing activities develop faster on the institutions which had high percieved quality and brand image before, and on the purchasing behaviors of the individuals.

Suggested Citation

  • Zuhrem Yaman, 2018. "The Effect of Word of Mouth Marketing on the Purchase Behavior Via Brand Image and Perceived Quality," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 14(2), pages 175-182.
    • Handle: RePEc:mje:mjejnl:v:14:y:2018:i:2:p:175-182
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    1. Derbaix, Christian & Vanhamme, Joelle, 2003. "Inducing word-of-mouth by eliciting surprise - a pilot investigation," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 99-116, February.
    2. Editors The, 2008. "From the Editors," Basic Income Studies, De Gruyter, vol. 3(1), pages 1-1, July.
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    1. Nischay Kumar Upamannyu & Sneha Rajput & S. S. Bhakar, 2023. "Antecedents of Customer Loyalty and Word of Mouth: A Study on Consumer Durables in Emerging Economies," FIIB Business Review, , vol. 12(4), pages 439-458, December.

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