The relationship between brand equity and word-of-mouth

ブランドエクイティ ト クチ コミ トノ カンレンセイ

マエダ, ヒロミツ

Maeda, Hiromitsu

高木, 修

タカギ, オサム

Takagi, Osamu

オオサカ ダイガク ダイガクイン ニンゲン カガク ケンキュウカ タイジン シャカイ シンリガク ケンキュウシツ

ブランドの評判

くちコミ行動

brand equity

brand reputation

word-of-mouth communication

In this study, we examined word-of-mouth (WOM) from the viewpoint of both receiver and sender of communication, and investigated the relationship between brand equity and WOM. The results were suggested that, first, focused on the receiver of WOM, brand reputation plays an important role to increase the level of and to form more structurized brand equity. Second, focused on the sender of WOM, the circulated model that brand equity affects WOM behavior and WOM behavior is related to self-expression value, which is a component of brand equity, was verified. Thus, WOM fulfils the important role for the determinants and influences of brand equity.

高木, 修