Study the Relation between Brand Image and Electronic Word of Mouth

The aim of this manuscript is to study the relationship between Electronic Word- of -Mouth(E-WOM) and brand image through exploring the moderating role of product type. Theresults from a 2(Positive WOM vs. Negative WOM)*2(Search goods vs. Experience goods)experiment design show that WOM valence has significant effect on brand image; In addition,positive WOMs have greater effect on search goods than experience goods and they havesignificant difference while negative WOMs do not. Article findings confirm that E-WOMhas an impact on brand image and the moderating role of the product type. Finally, the articlepresented some managerial suggestions.

کلیدواژه ها:

Brand image ، Electronic Word-of-Mouth