The relationship between attitudes to endorsement advertising and brand equity with Word of Mouth Advertising

Subject Areas : Jounal of Marketing Management

shahab bahrami ¹ (Assistant Professor, Department of Sport Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran)

Received: 2018-10-30 Accepted : 2019-03-12 Published : 2017-02-19

Keywords: word of mouth advertising, Brand Equity, endorsement, attitudes to advertising,

Abstract :

The purpose of this study was to examine the relationship between attitudes to endorsement advertising and brand equity with word of mouth advertising. The population of this study included all consumers’ Rexona in the city of Mashhad, 385 people were chosen cluster random and convenience sampling. The questionnaires of attitudes to advertising (Liu, 2002), brand equity (Yoo & Donthu, 2001) and word of mouth advertising (Ismail & Spinelli, 2012) was used to collect the data. Pearson correlation and Structural Equation Modeling analyzed the data. Findings indicated that attitudes to advertising has a direct and significant relationship on brand equity and word of mouth advertising. The brand equity has a direct and positive relationship on word of mouth advertising. The findings research explanatory the importance of brand equity and word of mouth advertising; businesses can validate the strategy of famous athletes’ endorsement So that they can attract customers more successful in conveying the desired function.