les cahiers du mecas
Volume 17, Numéro 2, Pages 27-38
2021-07-03

Effect Of Word-of-mouth Communication On Consumers' Brand Image And Purchase Intention: Empirical Study In The Wilaya Of Bejaia



Authors : Akkarene Rim . Bouda Nabil .

Abstract

This article presents the results of a study on the influence of word-of-mouth communication on consumer behavior, and more specifically on consumer attitudes and purchase intentions as well as on brand image. Indeed, based on a quantitative approach, the data were collected through a questionnaire survey conducted among a sample of students at the University of Bejaia. The results obtained show that the phenomenon of word of mouth is linked to consumer attitude, purchase intention and the image of the brand perceived by the consumer. These results also show that this link is all the more important between word of mouth and attitude than between word of mouth communication and brand image.

Keywords

Attitude ; Word of mouth ; Consumer behavior ; Communication

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