MS, Mahrinasari (2017) Impact of electronic word-of-mouth communication on building brand equity: an Indonesian perspective. Journal for Golbal Business Advancement, 10 (5). pp. 527-545. ISSN 1746-9678
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Abstract
Abstract: The objective of this study is to develop a model of electronic word of mouth (eWOM) communication. We examine the effect of consumers’ restaurant experience (CREp) and country of origin (COO) on eWOM and the effect that eWOM and COO have on brand equity. We survey 360 diners in restaurants in Indonesia in which we get 323 usable responses and analyse the data with Tobit regressions. We find that CREp and COO have a significantly positive effect on eWOM and eWOM and COO have a significantly positive effect on brand equity. Keywords: CREp; consumers’ restaurant experience; COO; country of origin; eWOM; electronic word of mouth; brand equity.
| Item Type: | Article |
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| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Mahrinasari MS |
| Date Deposited: | 09 Jan 2020 04:21 |
| Last Modified: | 09 Jan 2020 04:21 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/17513 |
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