The Effect of Electronic Word-Of-Mouth (Ewom) On Brand Image and Purchase Intention: A Conceptual Paper

• Main Authors: Al Halbusi, H., Tehseen, S.
• Format: Article
• Language: English
• Subjects: H Social Sciences (General); Business
• Online Access: http://eprints.um.edu.my/18564/3/The_effect_of_Electronic_Word-of-Mouth_%28eWOM%29_on_brand_image_and_purchase_intention..pdf; http://eprints.um.edu.my/18564/

The purpose of this research paper is to investigate the effect of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. A study on Malaysia’s automobile industry focusing on Malaysian branded cars. However, before we embark to the details of this research, the paper will give a sy...