The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions
Abstract
The internet has presented marketers with diverse methods to interact with their target market, and viral marketing is one of those low-cost methods. The purpose of this study is to explore how viral marketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposed by Aaker and Keller. Social media is one of the essential indicators that influence customers to purchase intensions. However, brand loyalty, one of the important components of CBBE, is studied in terms of customers' purchase intentions. This study focuses on identifying the role of viral marketing in developing positive brand equity in customers' mindsets. A comparison of previous and present CBBE models are also presented in this study.
Related Content
Ashish Prithviraj Ramlakan, Ruchi Gupta, Sardar M. N. Islam, Yuan Miao.
© 2024.
43 pages.
|
Gideon Awini, Alhassan Abdul-Rasheed Alolo Akeji, Mohammed Majeed, Kobby Mensah.
© 2024.
23 pages.
|
Amin Ayarnah, Kobby Mensah, Raphael Odoom, Noel Nutsugah.
© 2024.
22 pages.
|
Gideon Awini.
© 2024.
16 pages.
|
Fatawu Alhassan, Stanley Cowther, Sussana Antwi-Boasiako, Alamu Elizabeth Kehinde, Amodaah Deborah Apusiyine.
© 2024.
12 pages.
|
Chabi Gupta.
© 2024.
13 pages.
|
S. Baranidharan.
© 2024.
33 pages.
|
|
|