Title: Impact of electronic word-of-mouth communication on building brand equity: an Indonesian perspective

Authors: M.S. Mahrinasari; Christopher Marquette; Satria Bangsawan

Addresses: Faculty of Economics and Business, The University of Lampung, Bandar Lampung, Bandarlampung, 35141, Indonesia ' School of Business, Department of Finance, American University of Ras Al Khaimah, Ras Al Khaimah, UAE ' Faculty of Economics and Business The University of Lampung, Bandar Lampung, 35141, Indonesia

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.

Keywords: CREp; consumers' restaurant experience; COO; country of origin; eWOM; electronic word of mouth; brand equity.

DOI: 10.1504/JGBA.2017.088938

Journal for Global Business Advancement, 2017 Vol.10 No.5, pp.527 - 545

Received: 06 Sep 2017
Accepted: 11 Sep 2017
Published online: 02 Jan 2018 *

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