Scopus
🔓 Açık Erişim YÖKSİS Eşleşti
The effect of word of mouth marketıng on the purchase behavıor vıa brand image and perceıved qualıty
Montenegrin Journal of Economics · Ocak 2018
YÖKSİS Kayıtları
The Effect of Word of Mouth Marketıng on the PurchaseBehavıor Vıa Brand Image and Perceıved Qualıty
Montenegrin Journal of Economics · 2018 SCOPUS
DOÇENT ZÜHREM YAMAN →
Makale Bilgileri
DergiMontenegrin Journal of Economics
Yayın TarihiOcak 2018
Cilt / Sayfa14 · 175-182
Scopus ID2-s2.0-85049143124
Erişim🔓 Açık Erişim
Özet
In terms of businesses in today's world, the most important way of sustainability is through a good sense of quality and a brand image. Especially when the uncertainties about the service to be offered in the service sector are excessive, people can postpone the decision stage as long as they are not confident. For a service that they do not already have experience, the customers choose the way to prefer perceived quality perception and businesses with high brand image with the help of word of mouth marketing. In this study, it is aimed to determine whether word of mouth marketing has effect on the purchasing behavior via brand image and perceived quality. In order to collect the data in the study, scales which consists of 23 items, 89 for Cronbach Alpha internal consistency coefficient word of mouth marketing, 80 for brand image, 92 for perceived quality, developed by Goyette vd (2010), Ural and Perk (2012) and Pappu, Quester ve Cooksey (2006) was used. As a result of the analyzes made, it has been found out that word of mouth marketing activities develop faster on the institutions which had high percieved quality and brand image before, and on the purchasing behaviors of the individuals.
Yazarlar (1)
1
Zührem Yaman
ORCID: 0000-0001-9796-7063
Anahtar Kelimeler
Brand image
Perceived quality
Purchase behavior
Word of mouth marketing
Kurumlar
Selçuk Üniversitesi
Selçuklu Turkey
Metrikler
25
Atıf
1
Yazar
4
Anahtar Kelime