Document Type : Research Paper
Authors
Abstract
The purpose of this study was the influence of the word of mouth on consumer based brand equity creation in sport service. Method research was descriptive - correlational. The statistical population consisted of the Mojhaye Abi center consumers. For sampling, we selected 352 persons. For gathering data, four main questionnaires utilized: word of mouth questionnaire (Sweeney & Swait, 2008), brand perceived quality questionnaire (Henseler, Wilson & Westberg, 2011), brand associations & loyalty (Washburn & Plank, 2002) and Brand awareness (Keller, 2001), and the validity of questionnaires determined by experts and the reliability were α = 0.75, 0.79, 0.82, 0.80, 0.77, respectively. The overall, the regression results indicated that word of mouth did influence on brand equity dimensions. The results of this study show the importance and role of word of mouth on building a strong brand name. In order to increase the power of a brand, managers need to invest on the word of mouth.
Keywords
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