Relationship Between Word of Mouth (WOM) Communication and Brand Equity of Sport Products Among Consumers in Kuantan, Pahang

  • Rozita Abdul Latif Universiti Teknologi MARA Negeri Sembilan, Negeri Sembilan, Malaysia
  • Norlina Ramli Universiti Teknologi MARA Negeri Sembilan, Negeri Sembilan, Malaysia
  • Aishah Nadirah Mohamed Alauddin Universiti Teknologi MARA Negeri Sembilan, Negeri Sembilan, Malaysia
Keywords: Word of Mouth (WOM), Brand Equity, Sport production

Abstract

The main purpose of this study was to determine the relationship between word of mouth (WOM) communication and brand equity of sport products among consumers in Kuantan, Pahang. Four hundred and sixty-one consumers from Kuantan, Pahang participated in the study. Participants completed WOM communication questionnaires originally designed by Uslu et al. (2013), and the brand equity questionnaire originally designed by Yoo and Donthu (2001) and Lassar et al. (1995). The results showed high level of WOM communication of mean of 3.56 and (SD= .72) and the brand equity dimensions indicated highest mean on “perceived quality” 3.73 with (SD= .63). The r-value was (p<.487) and it indicated a significant positive relationship between WOM communication and brand equity. The findings of the study provide theory and understanding for marketers in influencing consumers to have positive WOM communication and brand equity towards sports brands.

Int. J. Soc. Sc. Manage. Vol. 6, Issue-2: 28-34

 

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Author Biography

Rozita Abdul Latif, Universiti Teknologi MARA Negeri Sembilan, Negeri Sembilan, Malaysia

Associate Prof Dr.

Published
2019-04-24
How to Cite
Abdul Latif, R., Ramli, N., & Mohamed Alauddin, A. (2019). Relationship Between Word of Mouth (WOM) Communication and Brand Equity of Sport Products Among Consumers in Kuantan, Pahang. International Journal of Social Sciences and Management, 6(2), 28-34. https://doi.org/10.3126/ijssm.v6i2.23545
Section
Research Articles