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The influence of electronic word-of-mouth and brand image on purchase intention
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| 1.2 MB | Adobe PDF |
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This study aims to assess the influence of electronic word-of-mouth and brand image on purchase intention. The purpose is also to contribute to the marketing literature and gather insights to help companies developing better strategies.The research approach relied on an experimental design and on a questionnaire to collect data and their analysis was done through SPSS. This study proved that good electronic word-of-mouth has a positive influence on purchase intention, brand image does not havea negative moderator role on purchase intention and experience products have a stronger moderator role on purchase intention than search products.
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Electronic word-of-mouth Brand image Purchase intention Product type