The Role of Emotional Aspects to Built Up Positive Word of Mouth Fashion Products
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 6
Abstract
This study aims to find out This study aims to determine the role of emotional aspects to built up a positive word of mouh on fashion products. The sample used was 125 respondents by using purposive sampling technique. Data analysis techniques used are Paramal Least Square (PLS) Structural Equation Modeling (SEM) analysis techniques, and IBM SPSS Statistics 22. The result of the research shows that (1) value congruity has positive and significant effect on brand image, (2) brand image has positive significant effect on brand love, (3) value congruity has positive significant effect on brand commitment, (4) brand image has positive effect (5) brand love have a significant positive effect on word of mouth and (7) brand commitment have significant positive effect on word of mouth.
Authors and Affiliations
LuhAyu Surya Eka Putri, IGA Ketut Giantari, Ni NyomanKerti Yasa
Keywords
Related Articles
- EP ID EP412063
- DOI 10.9790/487X-2006082630.
- Views 38
- Downloads 0
Professionalism and Unionism in Nigeria: A discourse on the predictors of ASUU/Government Disputes
In comparison to other civil servants in the country, especially political office holders, as well as in relation to other academics in other parts of the world (both developed and underdeveloped ), Nigerian academics ar...
Measuring the Effectiveness of Advertising
This paper explores the effectiveness of advertising in India in the current scenario. Effectiveness of advertising is measured through awareness, message recall, purchase intentions, and actual purchase behavior. The st...
Governance in Automotive Value Chain: Which Configuration between Carmakers and First-Tier Suppliers?
since the introduction of modularity in automotive industry, the sector has undergone several changes. Thus, the production process has become more complex; many companies operating in different fields and dispersed geog...
A Study on Communications and Information Technology in Libya over the Past Decades
This paper explains the stages of development of communications and information technology in the Libyan cities and districts ofLibya the percentage of completion of the infrastructure and the performance of the use of c...
Islamic Work Ethic: Do Demographic Factors matter?
This study is meant to investigate the associative role between demographic factors and compliance behavior towards Islamic Work Ethic (IWE) of Sharia Banks’employees in Medan, Indonesia. Those Sharia Banks consisted of...