The Effects of Positive Valence and Intensity of Word-Of-Mouth and Advertising on Forming Beer Brand Equity and Purchase Intentions

ABSTRACTBrand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness.KEYWORDS: Word-of-mouthadvertisingintensityvalencebrand equity Disclosure statementNo potential conflict of interest was reported by the author(s).Ethics approval statementAll the participants in the survey were fully informed about the aims of the research and they were informed of the confidentiality and anonymity of the collected responses. The anonymization was done to prevent the study results being linked to any individual. According to standard socio-economic studies, no ethical concerns are involved other than preserving the participants’ anonymity.Additional informationFundingThe author(s) reported there is no funding associated with the work featured in this article.