عنوان المقالة:The Effects of Positive Word of Mouth in Mediating Brand Equity and Purchase Decision: A Study of Iraqi Customers The Effects of Positive Word of Mouth in Mediating Brand Equity and Purchase Decision: A Study of Iraqi Customers
رغيد ابراهيم اسماعيل | RAGHED IBRAHIM ESMAEEL | 14425
- نوع النشر
- مجلة علمية
- المؤلفون بالعربي
- رعد عدنان رؤوف : رغيد ابراهيم اسماعيل
- المؤلفون بالإنجليزي
- Raad Adnan Raouf , Raghed Ibrahim Esmaeel
- الملخص العربي
- A purchasing decision is heavily influenced by consumer behaviour.. This study investigates the consumer behaviour of the Iraqi market. A market for the specific needs and expectations of the typical Iraqi consumer can be developed to understand consumer behaviour. Unfortunately, research in this area was neglected due to the neglect of the industrial and manufacturing sectors and the exclusive focus on the petroleum business. In this study, the author analyses the effect of Word of Mouth (WOM) on brand equity and purchase decisions, two common marketing productivity measures. WOM is the oldest and most successful communication medium because of its cheap cost, impacting the efficiency of allocating marketing resources. Following a thorough assessment of the literature, the author offers many hypotheses that will be evaluated in the future to see how WOM affects each aspect of brand equity and purchase choice. This research takes a quantitative method; prior studies' questionnaires were adapted and delivered to Iraqi consumers. The participants in this research were 204 Iraqi customers from the different cities of Iraq (Baghdad, Mosul, Basra). We used Smart-PLS 3.0 to run the PLS algorithm and PLSbootstrapping to test all of the hypotheses. This study highlights the significance of researching Iraqi consumer behaviour, which should interest Iraqi producers, investors, and stakeholders.
- الملخص الانجليزي
- A purchasing decision is heavily influenced by consumer behaviour.. This study investigates the consumer behaviour of the Iraqi market. A market for the specific needs and expectations of the typical Iraqi consumer can be developed to understand consumer behaviour. Unfortunately, research in this area was neglected due to the neglect of the industrial and manufacturing sectors and the exclusive focus on the petroleum business. In this study, the author analyses the effect of Word of Mouth (WOM) on brand equity and purchase decisions, two common marketing productivity measures. WOM is the oldest and most successful communication medium because of its cheap cost, impacting the efficiency of allocating marketing resources. Following a thorough assessment of the literature, the author offers many hypotheses that will be evaluated in the future to see how WOM affects each aspect of brand equity and purchase choice. This research takes a quantitative method; prior studies' questionnaires were adapted and delivered to Iraqi consumers. The participants in this research were 204 Iraqi customers from the different cities of Iraq (Baghdad, Mosul, Basra). We used Smart-PLS 3.0 to run the PLS algorithm and PLSbootstrapping to test all of the hypotheses. This study highlights the significance of researching Iraqi consumer behaviour, which should interest Iraqi producers, investors, and stakeholders.
- تاريخ النشر
- 02/11/2022
- الناشر
- Webology
- رقم المجلد
- 19
- رقم العدد
- 2
- ISSN/ISBN
- 1735-188X
- الصفحات
- 2881-2897
- رابط الملف
- تحميل (0 مرات التحميل)
- رابط خارجي
- https://www.webology.org/data-cms/articles/20220215035013pmwebology%2019%20(2)%20-%20212%20pdf.pdf
- الكلمات المفتاحية
- Positive word-of-mouth, Iraq ,brand equity, purchasing decision