연구정보
The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan
파키스탄 국외연구자료 기타 Anees Kazmi, Qazi Shujaat Mehmood Management Science Letters 발간일 : 2016-08-08 등록일 : 2016-08-08 원문링크
This study aims to focus on the purchase intention of the consumer specifically the millennial age group with respect to the effect of Electronic word of mouth communication and brand image. The study is performed among the students of the University of Haripur. Study reveals that the effect of Electronic word of mouth and brand image for the purchase of consumer electronics products have positively correlated and the effect is significant, which means that the Word of mouth communication can positively respond to the purchase of the said products in case when the products are branded and have certain image in the mind of consumer.
본 페이지에 등재된 자료는 운영기관(KIEP) 및 EMERiCs의 공식적인 입장을 대변하고 있지 않습니다.
