EWOM and brand awareness impact on consumer purchase intention: Mediating role of brand image
The basic purpose of this research is to analyze the impact of electronic word of mouth (eWOM) and brand awareness on customer purchase intention with the mediating role of brand image. The research is conducted to analyze the full or partial role of mediator on the said relationship. This research...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fatima Jinnah Women University
2017-03-01
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| Series: | Pakistan Administrative Review |
| Subjects: | |
| Online Access: | http://www.par.fjwu.edu.pk/archive.php?cat_id=1&download_id=8 |