基于消费者的品牌资产对消费者对电子口碑的态度和意向的影响:沙特阿拉伯奢侈品牌的实证研究

IF 1.2 Q4 BUSINESS Innovative Marketing Pub Date : 2023-07-14 DOI:10.21511/im.19(3).2023.02
Nada Saleh Badawi, Amani Ahmed Basif
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引用次数: 0

摘要

品牌战略是增强企业市场竞争力的关键。本研究考察了奢侈品牌品牌资产对消费者对电子口碑的态度反应和行为意向的影响。这项研究的对象是沙特阿拉伯的消费者,他们在社交媒体平台上搜索奢侈品牌的在线评论。本研究采用了方便抽样技术。研究数据是通过定量李克特式调查从沙特阿拉伯的277名奢侈品牌消费者中在线收集的。采用SPSS和Pearson相关系数对研究假设进行检验。本研究结果显示,品牌资产及其组成部分(品牌形象和品牌意识)与消费者对电子口碑的态度存在显著的正相关关系,相关系数分别为r = 0.440和r = 0.396,显著性水平均小于0.01。品牌形象、品牌意识与消费者追随电子口碑意愿呈显著正相关,相关系数分别为r = 0.336、r = 0.360,且显著性水平均小于0.01。本研究结果对奢侈品行业的管理者和营销人员具有重要的理论和实践意义。
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The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia
Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth. The population of this study was consumers in Saudi Arabia who search about online reviews of luxury brands on social media platforms. This study used a convenience sampling technique. The research data were collected on-line from 277 luxury brand consumers in Saudi Arabia using a quantitative Likert-type survey. SPSS and Pearson’s correlation coefficient were used to examine the research hypotheses. The results of this study showed that brand equity and its components (brand image and brand awareness) have significant positive relationships with consumer attitude towards electronic word-of-mouth, as values of correlation coefficient were r = 0.440 and r = 0.396, respectively, at a significance level less than 0.01. Additionally, the results indicated that brand image and brand awareness have significant positive relationships with consumer intention to follow electronic word-of-mouth, as values of correlation coefficient were r = 0.336, r = 0.360, respectively, at a significance level less than 0.01. The findings of this study provide valuable theoretical and practical implications for managers and marketers in the luxury brand sector.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
期刊最新文献
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