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The influence of electronic word-of-mouth and brand image on purchase intention

2020-06-02Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSantos, Carlos Daniel
dc.contributor.authorAntunes, Ana Catarina Conchinha
dc.date.accessioned2020-12-10T15:15:26Z
dc.date.available2021-05-22T00:30:39Z
dc.date.issued2020-06-02
dc.date.submitted2020-05-22
dc.description.abstractThis 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.pt_PT
dc.identifier.tid202524213pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/108423
dc.language.isoengpt_PT
dc.subjectElectronic word-of-mouthpt_PT
dc.subjectBrand imagept_PT
dc.subjectPurchase intentionpt_PT
dc.subjectProduct typept_PT
dc.titleThe influence of electronic word-of-mouth and brand image on purchase intentionpt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations