A circulated model between brand equity and word-of-mouth communication : The study focused on word-of-mouth effects for information sender

ブランド　エクイティ　ト　クチコミ　コウドウ　ノ　ジュンカン　モデル　ニ　カンスル　ケントウ　クチコミ　ノ　オクリテ　ジシン　ニ　モタラサレル　コウカ　ニ　チャクモクシテ

マエダ, ヒロミツ

Maeda, Hiromitsu

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

ブランドエクイティ

くちコミの送り手自身にもたらす効果

くちコミの機能

word-of-mouth communication

brand equity

word-of-mouth effect for informationsender

function of word-of-mouth

The purpose of this study is to examine the relationship between brand equity and word-of-mouth (WOM) communication.A total of 381 female participants completed the questionnaire which asked consumption behavior of foundation-cream brands. Results indicated that brand equity promoted WOM communication. Additionally, WOM communication affects brand equity directly or indirectly, mediated WOM function of ‘sharing information’, ‘self-confirmation’, and ‘entertainment’. Based on these findings, the validity of a circulated model was discussed.