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All Journal Asia Pacific Journal of Management and Education
Anjasari, Bernadeta Agustin
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Education Languange, Linguistic, Communication & Media Other

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Brand Experience and WOM: The Mediating Effects of Brand Love, Brand Image, and Brand Loyalty Wijaya, Nikodemus Hans Setiadi; Anjasari, Bernadeta Agustin
Asia Pacific Journal of Management and Education (APJME) Vol 5, No 3 (2022): November 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v5i3.1765

Abstract

In marketing, word of mouth (WOM, whether positive or negative, can have a significant impact on overall marketing success because it influences the reputation of the company and the product brand. To foster positive WOM, marketers should manage the consumer experience when consuming a product brand. This study applies brand love, brand image, and brand loyalty to the effect of brand experience on WOM. Brand love, brand image and brand loyalty are posited as mediators. The present study employed consumers of a pharmaceutical brand originating from Japan. The online survey gathered 293 data that could be used for analysis. By using the two types of positive WOM (face-to-face WOM and electronic WOM, later abbreviated as f-WOM and e-WOM) this study revealed that the brand experience was positively associated with e-WOM and f-WOM. Brand experience was associated with e-WOM through brand love, brand image and brand loyalty. In addition, brand experience was associated with f-WOM through brand love, brand image and brand loyalty. The study offers important information to marketers. Through brand property management, organizations would scan positive WOM from their consumers, in turn it may be a good spontaneous promotion at their brands.
Brand Experience and WOM: The Mediating Effects of Brand Love, Brand Image, and Brand Loyalty Wijaya, Nikodemus Hans Setiadi; Anjasari, Bernadeta Agustin
Asia Pacific Journal of Management and Education (APJME) Vol 5, No 3 (2022): November 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v5i3.1765

Abstract

In marketing, word of mouth (WOM, whether positive or negative, can have a significant impact on overall marketing success because it influences the reputation of the company and the product brand. To foster positive WOM, marketers should manage the consumer experience when consuming a product brand. This study applies brand love, brand image, and brand loyalty to the effect of brand experience on WOM. Brand love, brand image and brand loyalty are posited as mediators. The present study employed consumers of a pharmaceutical brand originating from Japan. The online survey gathered 293 data that could be used for analysis. By using the two types of positive WOM (face-to-face WOM and electronic WOM, later abbreviated as f-WOM and e-WOM) this study revealed that the brand experience was positively associated with e-WOM and f-WOM. Brand experience was associated with e-WOM through brand love, brand image and brand loyalty. In addition, brand experience was associated with f-WOM through brand love, brand image and brand loyalty. The study offers important information to marketers. Through brand property management, organizations would scan positive WOM from their consumers, in turn it may be a good spontaneous promotion at their brands.
Co-Authors Wijaya, Nikodemus Hans Setiadi