The influence of electronic word-of-mouth and brand image on purchase intention

Detalhes bibliográficos
Autor(a) principal: Antunes, Ana Catarina Conchinha
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/108423
Resumo: This study aims to assess the influence of electronic word-of-mouth and brand image on purchase intention. The purpose is also to contribute to the marketing literature and gather insights to help companies developing better strategies.The research approach relied on an experimental design and on a questionnaire to collect data and their analysis was done through SPSS. This study proved that good electronic word-of-mouth has a positive influence on purchase intention, brand image does not havea negative moderator role on purchase intention and experience products have a stronger moderator role on purchase intention than search products.
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spelling The influence of electronic word-of-mouth and brand image on purchase intentionElectronic word-of-mouthBrand imagePurchase intentionProduct typeDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study aims to assess the influence of electronic word-of-mouth and brand image on purchase intention. The purpose is also to contribute to the marketing literature and gather insights to help companies developing better strategies.The research approach relied on an experimental design and on a questionnaire to collect data and their analysis was done through SPSS. This study proved that good electronic word-of-mouth has a positive influence on purchase intention, brand image does not havea negative moderator role on purchase intention and experience products have a stronger moderator role on purchase intention than search products.Santos, CarlosRUNAntunes, Ana Catarina Conchinha2021-05-22T00:30:39Z2020-06-022020-05-222020-06-02T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/108423TID:202524213enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:52:55Zoai:run.unl.pt:10362/108423Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:41:10.168168Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of electronic word-of-mouth and brand image on purchase intention
title The influence of electronic word-of-mouth and brand image on purchase intention
spellingShingle The influence of electronic word-of-mouth and brand image on purchase intention
Antunes, Ana Catarina Conchinha
Electronic word-of-mouth
Brand image
Purchase intention
Product type
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The influence of electronic word-of-mouth and brand image on purchase intention
title_full The influence of electronic word-of-mouth and brand image on purchase intention
title_fullStr The influence of electronic word-of-mouth and brand image on purchase intention
title_full_unstemmed The influence of electronic word-of-mouth and brand image on purchase intention
title_sort The influence of electronic word-of-mouth and brand image on purchase intention
author Antunes, Ana Catarina Conchinha
author_facet Antunes, Ana Catarina Conchinha
author_role author
dc.contributor.none.fl_str_mv Santos, Carlos
RUN
dc.contributor.author.fl_str_mv Antunes, Ana Catarina Conchinha
dc.subject.por.fl_str_mv Electronic word-of-mouth
Brand image
Purchase intention
Product type
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Electronic word-of-mouth
Brand image
Purchase intention
Product type
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This study aims to assess the influence of electronic word-of-mouth and brand image on purchase intention. The purpose is also to contribute to the marketing literature and gather insights to help companies developing better strategies.The research approach relied on an experimental design and on a questionnaire to collect data and their analysis was done through SPSS. This study proved that good electronic word-of-mouth has a positive influence on purchase intention, brand image does not havea negative moderator role on purchase intention and experience products have a stronger moderator role on purchase intention than search products.
publishDate 2020
dc.date.none.fl_str_mv 2020-06-02
2020-05-22
2020-06-02T00:00:00Z
2021-05-22T00:30:39Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/108423
TID:202524213
url http://hdl.handle.net/10362/108423
identifier_str_mv TID:202524213
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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