The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?
DOI:
https://doi.org/10.12695/ajtm.2018.11.1.5Keywords:
Electronic Word of Mouth (EWOM), Brand Association, Brand Awareness, Brand Loyalty, Perceived Quality, Purchasing Decision, Technology in MarketingAbstract
Abstract. In the fourth industrial revolution, technology plays a greater role in influencing customers’ preferences towards certain brands. Internet and social media platform has become a powerful marketing tool for sharing relatable experiences among customers online. The objective of this research was to investigate the role of Electronic Word of Mouth (EWOM) on Brand Equity and its impact on Purchasing Decision of Imported Shoes in Bekasi, Indonesia. This research used primary data by distributing questionnaires to 162 customers of imported shoes. The data of this research was analyzed through SPSS and the hypotheses were tested by employing Binomial Logistic Regression. The result of this research suggested that E-WOM has a positive impact on all dimensions of Brand Equity and a good online Brand Equity generates high customers’ involvements in purchasing decisions. The highest influencer towards Purchasing Decision was Brand Awareness; whereas the least influencing variable was Perceived Quality.Â
Keywords:Â Electronic word of mouth (EWOM), brand association, brand awareness, brand loyalty, perceived quality, purchasing decision, technology in marketing
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References
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Aaker, D.A. (2011). Building Strong Brands. Simon Schuster. ISBN-13: 978-0-02-900151-6.
Brennan, R., & Croft, R. (2012). The use of social media in B2B marketing and branding: An exploratory study. Journal of Customer Behaviour, 11(2), 101-115.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Dua, S., Chalal, R., & Sharma, A. (2013). Interrelationship of Aaker’s Customer based Brand Equity Dimensions: Offering a model to banking sector. Asian Journal of Management Research, 4(2), 297-307.
Fouladivana, F., Pashandi, M. A., Hooman, A., & Khanmohammadi, Z. (2013). The Effect of Brand Equity on Consumer Buying Behavior in term of FMCG in Iran. Interdisciplinary Journal of Contemporary Research in Business, Vol. 4 No. 9.
Girma, M. (2017). Exploring Consumers Footwear’s Brand Preference and Its Antecedents between age groups and gender: In Case of dire Dawa administration. International Journal of Scientific and Research Publications, 6(6), 2250-3153.
Grimbeek, P., Bryer, F., Beamish, W., & D’Netto, M. (2005). Use of data collapsing strategies to identify latent variables in questionnaire data: Strategic management of Junior and Middle School data on the CHP questionnaire. Paper presented and published as part of Proceedings of the 3rd. Annual International Conference on Cognition, Language and Special Education, Gold Coast, Qld. Australia.
Gunawardane, N .R. (2015). Influence of Brand Equity towards Purchasing Decision: A Situation on Mobile Telecommunication Services of Sri Lanka. Journal of Marketing Management, 3(1), 100-117.
Gbgindonesia.com. (2014).
http://www.gbgindonesia.com/en/manufacturing/article/2014/indonesia_s_footwear_industry_challenging_opportunities.php
Hanaysha, J. (2016). The importance of social media advertisements in enhancing brand equity: A study on fast food restaurant industry in Malaysia. International Journal of Innovation, Management and Technology, 7(2), 46.
Hataminasab, S. H., Oliya, E., Torabi, Z., & Roghani, F. S. (2016). Service quality & marketing: a practical relation. Journal of Fundamental and Applied Sciences, 8(2), 1314-1343.
Indonesiainvestment.com. (2016). http://www.indonesia-investments.com/news/todays-headlines/growth-of-indonesia-s-shoe-export-to-persist-in-2016/item6336?
Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: a euro-mediterranean perspective. Journal of Brand Management, 18(4/5), 285-299.
Khammash, M., & Griffiths, G. H. (2011). ‘Arrivederci CIAO. com, Buongiorno Bing. com’—Electronic word-of-mouth (eWOM), antecedences and consequences. International Journal of Information Management, 31(1), 82-87.
Kotler, P. & Pfoertsch, W. (2010). Ingredient Branding: Making the Invisible Visible. 2010 Edition. Springer.
Kotler, P. & Armstrong, G. (2012). Principles of Marketing, 14th edition. Upper Saddle River, NJ: Pearson Prentice Hall. ISBN 9780273752431
Kotler, P. & Keller, K.L. 2012. Marketing Management 14 Edition. Pearson Education Inc. Prentice Hall.
Kumar, N., & Gupta, M. V. (2016). Footwear Sector in India: A Role of Advanced Technologies. International Journal of Research-Granthaalayah, 4(12), 196-207. Doi: 10.5281/zenodo.223840
López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: the role of consumers' internet experience. Journal of theoretical and applied electronic commerce research, 9(1), 28-43.
Malhotra, N.K. (2010). Marketing Research: An Applied Orientation (6th edition). Upper Saddle River, NJ: Prentice Hall, Inc. ISBN 10: 0136085431. ISBN 13: 9780136085430
Maholtra, N. K. (2010). Marketing Research: An applied orientation 6th edition. Pearson.
Moses, T., Goriparthi, R. K., & Kumar, C. R. (2016). Influence of brand image on consumer purchase behavior: A comparison of northern and southern foot wear markets in India. International Journal of Research in IT and Management, 6(12), 24-33.
Naz, F. (2014). Word of Mouth and Its Impact on Marketing. International Journal of Scientific Research and Publications, Vol. 4 Iss. 1, ISSN 2250 – 3153.
Nigam, A., & Khausik, R. (2012). Influence of brand equity on customer purchase decisions: an empirical investigation with special reference to hatchback car owners in central haryana. IJCEM International Journal of Computational Engineering & Management, Vol.12, April 2012
Reza Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
Sarker, S., Yousuf, S., Monzoor, M.Z. (2013). Influences on brand selection decisions of staple goods: A study on toothpaste. users of Khulna city. Journal of World Economic Research, 2(3), 58-66.
Saveri, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image, and perceived quality on brand equity. Asian Social Science, 9(3), 2013.
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84.
Sekaran, Uma & Bougie, Roger (2013). Research Methods for Business, 6th Edition. West Sussex: John Wiley & Sons Ltd. ISBN: 978-1-119-94225-2
Sekaran, U., & Bougie, R. (2013). Research methods for business – A skill building approach, 6th edition. West Sussex, United Kingdom: John Wiley & Sons. ISBN: 978-1-119-94225-2
Singh, R. (2016). Factors Affecting Brand Loyalty in the Footwear Industry–A Study of Ludhiana District. International Journal of Research–Granthalya, 4, 139-49.
Steingrimsson, Bergsson, G., Arnfinnsson, J., & Thormar, H. (2001). In Vitro Killing of Candida Albicans by Fatty Acics and Monoglycerides. Antimicrob. Agent Chemother. No. 4.
Tong, X., & Hawley, J. M. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262-271.
Topbrand-award.com. (2017). http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2017_fase_1
Ulfat, S., Muzaffar, A., & Shoaib, M. (2014). To examine the application and practicality of aakers’ brand equity model in rkeation with recurrent purchases decision for imported beauty care products (a study of female custimer’s of Pakistan). European Journal of Business and Management, 6(11), 120-133.
Yasav, S. (2015). The impact of digital technology on consumer purchase behavior. The Journal of Financial Perspectives: FinTech, Vol. 3, Iss. 3. EY Global Financial Services Institute.
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Submitted
2018-04-03
Accepted
2018-09-19
Published
2018-09-28
How to Cite
Syahrivar, J., & Ichlas, A. M. (2018). The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?. The Asian Journal of Technology Management (AJTM), 11(1), 57–69. https://doi.org/10.12695/ajtm.2018.11.1.5
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