The impact of word of mouth on brand equity: A case study from the sportswear market in Vietnam

Abstract

The main purpose of this study is to explore the influence of word of mouth (WOM) on brand equity in the causal relationships between its dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. Sample data was collected from 335 customers in the sportswear market of Vietnam. Empirical results revealed that the model was a suitable fit with the sample. Results from structural equation modelling (SEM) show that: 1) WOM has positive effects on brand awareness, brand association, perceived quality and brand loyalty; 2) these dimensions of brand equity are interrelated. Some suggestions for future research are provided.