Abstract

OTERO GOMEZ, María Cristina  and  GIRALDO PEREZ, Wilson. Antecedents and consequences of the brand equity. A study focused on young consumers. suma neg. [online]. 2019, vol.10, n.23, pp.81-88. ISSN 2215-910X.  https://doi.org/10.14349/sumneg/2019.v10.n23.a1.

The objective of this study is to analyze the effects of brand love and traditional Word of Mouth and electronic communication on the brand equity, in order to check this influences the repurchase intention. The contrast of the hypotheses has been made from a sample of 306 university students. The results indicate that brand love exerts a significant influence on the positive WOM, comments that reinforce the brand equity, which triggers the repurchase intention. In contrast, the online environment facilitates the disclosure of negative comments that affect the brand value through eWOM.

Keywords : Brand equity; brand love; Word of Mouth; Electronic Word of Mouth; repurchase intention..

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