Impact of electronic word-of-mouth communication on building brand equity: an Indonesian perspective
by M.S. Mahrinasari; Christopher Marquette; Satria Bangsawan
J. for Global Business Advancement (JGBA), Vol. 10, No. 5, 2017

Abstract: The objective of this study is to develop a model of electronic word of mouth (eWOM) communication. We examine the effect of consumers' restaurant experience (CREp) and country of origin (COO) on eWOM and the effect that eWOM and COO have on brand equity. We survey 360 diners in restaurants in Indonesia in which we get 323 usable responses and analyse the data with Tobit regressions. We find that CREp and COO have a significantly positive effect on eWOM and eWOM and COO have a significantly positive effect on brand equity.

Online publication date: Tue, 02-Jan-2018

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