1、 2100 英文单词， 1.2万英文字符 ,中文 3200 字 文献出处： Torlak O, Ozkara B Y, Tiltay M A, et al. The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in TurkeyJ. Journal of Marketing Development and Competitiveness, 2014, 8(2): 6
2、1. The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Application Concerning Cell Phone Brands for Youth Consumers in Turkey Omer Torlak KTO Karatay University Behcet Yalin Ozkara Eskisehir Osmangazi University Muhammet Ali Tiltay Eskisehir Osmangazi University Hakan Ce
3、ngiz Karabuk University Mehmet Fatih Dulger University of Nevada This study aims to explain the effect of Word of mouth on purchase intention through brand image. The focus on cell phone brands specifically. The sample of this study consisted of university students residing in Turkey. Data were obta
4、ined with a questionnaire and the face to face method after briefing the participants. The results of the study showed that there is a significant positive relationship between the electronic word of mouth on brand image and purchase intention. INTRODUCTION One of the biggest challenges for both mar
5、keting researchers and practitioners is to solve complex consumer behaviors. Products, product specifications, brands and shopping atmosphere which has different messages affect consumer perceptions in various ways. While the messages sometimes could be appealing to some consumers they are irritatin
6、g to others. How consumer percept each message also affect buying decisions (Bambauer & Mangold, 2011). Similarly source of the messages is another impact factor that affects consumer perceptions. Advertisements and peoples thoughts such as product reviews, user comments or suggestions affect consumer perceptions in different ways. Some studies showed that consumers think word of mouth is the most reliable source of information (Bickart & Schindler, 2001; Trusov et al., 2009). The widespread
