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Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market

Author

Listed:
  • Mehran REZVANI

    (Assistant professor, Faculty of Entrepreneurship, University of Tehran, Iran)

  • Seyed Hamid Khodadad HOSEINI

    (Associate Professor, Faculty of Management and Economics, University of Tarbiat, Iran)

  • Mohammad Mehdi SAMADZADEH

    (M.S of Entrepreneurship, Faculty of Entrepreneurship, University of Tehran)

Abstract

This paper investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE) creation. WOM characteristics such as, volume, valence, and source quality are studied to find how intensely they each affect brand awareness, perceived quality, and brand association. This investigation has been conducted in Tehran-Iran, on the cell-phone market. The methodology selected for this study was structural equation and all the calculations were done using Lisrel 8.54. The results suggested that volume and valence, two elements of WOM, affect CBBE and no significant relationship between source type and brand equity was seen.

Suggested Citation

  • Mehran REZVANI & Seyed Hamid Khodadad HOSEINI & Mohammad Mehdi SAMADZADEH, 2012. "Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-3, February.
    • Handle: RePEc:spp:jkmeit:1241
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    References listed on IDEAS

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    2. Boateng, Mark K. & Awuah-Offei, Kwame, 2017. "Agent-based modeling framework for modeling the effect of information diffusion on community acceptance of mining," Technological Forecasting and Social Change, Elsevier, vol. 117(C), pages 1-11.

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