Factors making up word of mouth and brand equity: a study among fashion clothing stores’ customers.

Hilal, M. I. M.

dc.contributor.author	Hilal, M. I. M.
dc.date.accessioned	2019-10-29T10:27:24Z
dc.date.available	2019-10-29T10:27:24Z
dc.date.issued	2019-09
dc.identifier.citation	Academy of Marketing Studies Journal, 23(3); 1-11.	en_US
dc.identifier.issn	1528-2678
dc.identifier.uri	http://ir.lib.seu.ac.lk/handle/123456789/3841
dc.description.abstract	The major objective of the study is to examine the contribution of fashion clothing stores attractiveness and service quality factors to the word of mouth. The second objective is to investigate the contribution of word of mouth to the brand equity of these fashion clothing stores. To achieve these objectives, a survey was conducted using questionnaires among 559 customers of fashion clothing stores. Data were analyzed using SMARTPLS3. Findings suggest that store attractiveness of the fashion clothing stores does not support significantly due to the cultural settings of the business location. However, the service quality of fashion clothing stores significantly contributes to the generation of brand equity. Further, the generated word of mouth positively contributes to the brand equity of fashion clothing stores.	en_US
dc.language.iso	en_US	en_US
dc.publisher	Allied Business Academies	en_US
dc.relation.ispartofseries	23;3
dc.subject	WoM	en_US
dc.subject	Brand equity	en_US
dc.subject	Fashion clothing stores	en_US
dc.subject	Store attractiveness	en_US
dc.subject	Service quality	en_US
dc.title	Factors making up word of mouth and brand equity: a study among fashion clothing stores’ customers.	en_US
dc.type	Article	en_US