[雙語翻譯]品牌資產(chǎn)外文翻譯---口碑傳播對品牌資產(chǎn)的影響接受者視角（英文）

1、 Procedia - Social and Behavioral Sciences 213 ( 2015 ) 641 – 646 Available online at www.sciencedirect.com ScienceDirect1877-0428 © 2015 Published by Elsevier Ltd. This is an open access article under the CC

2、 BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business doi: 10.1016/j.sbspro.2015.11.465 20th Intern

3、ational Scientific Conference Economics and Management - 2015 (ICEM-2015)The Influence of Word of Mouth Communication on Brand Equity: Receiver PerspectivesRegina Virvilaitea, Dovile Tumasonyteb, Laimona Sliburytec,*a,

4、b, cKaunas University of Technology, K. Donelaicio st. 73, Kaunas LT - 44239, LithuaniaAbstractThis research includes theoretical analysis of the problem and explores the peculiarities of the influence of word of mouth

5、communication on brand equity. Our empirical research results presented in this paper revealed that both vividness and usefulness of word of mouth communication message characteristics give positive impact on brand equi

6、ty and its dimensions based on the context of luxury good. The statistically positive relation of average strength was determined between the characteristics of word of mouth communication (vividness, usefulness) and b

7、rand equity dimensions (brand association, brand awareness, brand loyalty, perceived quality) after having analyzed empirically the influence of word of mouth communication message on brand equity with the help of corr

8、elation and regression. © 2015 The Authors. Published by Elsevier Ltd. Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business.Keywords: Word of mouth communication; Br

9、and equity; Brand awareness; Brand association; Brand loyalty; Perceived quality.IntroductionIt is indeed important to remember that brand equity is no longer valued by large sums of money that companies invest; instead

10、 customers are dictating the value of brand equity by what they are saying to each other. From the company’s viewpoint it is not important just to assess the word of mouth communication’s influence on the consumers and

11、 their further behaviour, but it is also essential to perceive its influence on the brand equity.* Corresponding author. Tel.: +370 37 300586; fax: +370 37 208757.E-mail address: Laimona.sliburyte@ktu.lt The brand equity

12、 studies cover the conceptualization and development of brand equity dimensions and their © 2015 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/l

13、icenses/by-nc-nd/4.0/). Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business643Regina Virvilaite et al. / Procedia - Social and Behavioral Sciences 213 ( 2015 ) 64

14、1 – 646 1.2 Brand Equity DimensionsWith regard to consumers, the brand equity was conceptualized as multinational construct (Sinha, Leszeczyc, Yoo, Donthu, Yoo Washburn it is self-formed. This is determined by the s

15、implicity of usage, feedbacks, functional characteristics, and product value. Brand image is the content of product (Management study guide, 2012), because when the consumer buys a product, he buys an image formed duri

16、ng the feedback. After having performed the empirical research of brand equity dimensions, Chieng and Goi (2011) determined that the strongest interrelations exist between the following: ? brand loyalty and brand associ

17、ation; ? perceived quality and brand association; ? perceived quality and brand awareness; ? perceived quality and brand loyalty. Aaker and Joachimsthaler (2000) were one of the first to distinguish four brand equity dim

18、ensions – brand association, brand awareness, brand loyalty and perceived quality. Yoo and Donthu (2001), Kim, Gon Kim, and An (2003), Lee and Back (2009), Kim and Hyun (2011), Chieng and Goi (2011) and other scientists

19、 were using the dimensions of brand equity distinguished by Aaker and Joachimsthaler (2000) in later theoretical and empirical researches. More thorough theoretical and empirical studies of brand equity’s dimensions ha

20、ve been carried out by Pappu, Quester, and Cooksey (2005), Bravo, Fraj, and Martinez (2007), Tong and Hawley (2009), Yasin and Zahari (2011).1.3 Proposed Conceptual FrameworkConsidering the fragmentary nature of studie

21、s performed in the field, based on the results of our systematic comparative scientific literature analysis, our proposed conceptual framework for this research paper has been illustrated in Fig. 1. Fig. 1. Proposed Co