International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Impact of Consumer-Based Brand Equity on Word-of-Mouth Behavior
Laradi Sofiane, Ph.D.

This study aims to fulfill two theoretical gaps; proposing an integrated model that consists of components and consequence of brand equity. We first categorize brand equity in four principal and different perspectives that have been addressed by academics: firm, consumer, integrated, and internal perspective. Second we theorize consumer-based brand equity as four continuum dimensions (i.e. awareness, perceived quality, social image, emotional attachment) as sources which could generate a positive consumer behavior responses (i.e. Word Of Mouth behavior). A survey method was conducted to assess the predictive ability of CBBE sources. The result shows that brand awareness, perceived quality, social brand image, and brand emotional attachment all together constitute a value added by the brand to the product, and all dimensions contribute positively and significantly to WOM behavior as expected.

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