Author:
Kokila V.,Sampathlakshmi N.
Abstract
Corporate executives are searching for new ways to make consumers aware of a product or service as the market is highly competitive. They adopt different methods to achieve this goal. Consumers make decisions using a variety of methods, including word of mouth. Therefore, this study was done to investigate the effect of WOM communication (word of mouth) on the outcome of a brand or the brand image effect on the decisions of consumers to purchase a television. The study focuses on television brands mainly. A sample of 552 was collected from Karaikal, Puducherry State, using the questionnaire method. The data thus generated was analysed with the help of PLS-SEM. The findings reveal that offline WOM, online WOM, E-WOM quality, and information consumption all have a significant impact on the brand image, whereas the brand image has a direct influence on the consumer purchase decision of television. The impact of prior purchase satisfaction and expertise of the sender was found to be not significant.
Publisher
Informatics Publishing Limited
Subject
Management, Monitoring, Policy and Law,Geography, Planning and Development
Cited by
1 articles.
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