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INTERNATIONAL JOURNAL OF CREATIVE RESEARCH THOUGHTS - IJCRT (IJCRT.ORG)
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ISSN Approved Journal No: 2320-2882 | Impact factor: 7.97 | ESTD Year: 2013
Call For Paper - Volume 12 | Issue 5 | Month- May 2024
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Published Paper Details:
Paper Title
THE EFFECTS OF ONLINE REVIEWS ON BRAND EQUITY FOR ELECTRONIC HOME APPLIANCES (SAMSUNG ELECTRONICS)
Authors
Akshaya K, Bhuvaneswari G
Keywords
Keywords: consumer perception, online reviews/E-WOM, Brand awareness, brand loyalty, brand association, perceived quality, Brand equity
Abstract
The primary aim of this study was to investigate the effect of online reviews on brand equity for electronic home appliances (Samsung electronics). It also aimed to examine the association between brand awareness, brand association, brand loyalty and perceived quality related to consumer perception on positive online reviews. Findings revealed that brand awareness is significantly associated with consumer perception of online reviews, whereas brand association, brand loyalty and perceived quality are not significantly related to consumer perception of online reviews. Random based sampling technique was used to collect data from 120 respondents through google form questionnaire.
IJCRT's Publication Details
Unique Identification Number - IJCRT2105285
Paper ID - 205456
Page Number(s) - c583-c589
Pubished in - Volume 9 | Issue 5 | May 2021
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Publisher Name - IJCRT | www.ijcrt.org | ISSN : 2320-2882
E-ISSN Number - 2320-2882
Cite this article
Akshaya K, Bhuvaneswari G, "THE EFFECTS OF ONLINE REVIEWS ON BRAND EQUITY FOR ELECTRONIC HOME APPLIANCES (SAMSUNG ELECTRONICS)", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.9, Issue 5, pp.c583-c589, May 2021, Available at :http://www.ijcrt.org/papers/IJCRT2105285.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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