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
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.
Abstract
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.
رغيد ابراهيم اسماعيل | RAGHED IBRAHIM ESMAEEL | 13476