1、2800 英文单词， 16500 英文字符 ， 中文 4600 字 文献出处： Virvilaite R , Tumasonyte D , Sliburyte L . The Influence of Word of Mouth Communication on Brand Equity: Receiver PerspectivesJ. Procedia - Social and Behavioral Sciences, 2015, 213:641-646. The Influence of Word of Mouth Communication on Brand Equity: Receiv
2、er Perspectives Regina Virvilaite, Dovile Tumasonyte, Laimona Sliburyte Abstract This research includes theoretical analysis of the problem and explores the peculiarities of the influence of word of mouth communication on brand equity. Our empirical research results presented in this paper revealed
3、that both vividness and usefulness of word of mouth communication message characteristics give positive impact on brand equity and its dimensions based on the context of luxury good. The statistically positive relation of average strength was determined between the characteristics of word of mouth c
4、ommunication (vividness, usefulness) and brand equity dimensions (brand association, brand awareness, brand loyalty, perceived quality) after having analyzed empirically the influence of word of mouth communication message on brand equity with the help of correlation and regression. Keywords: Word o
5、f mouth communication; Brand equity; Brand awareness; Brand association; Brand loyalty; Perceived quality Introduction It is indeed important to remember that brand equity is no longer valued by large sums of money that companies invest; instead customers are dictating the value of brand equity by w
6、hat they are saying to each other. From the companys viewpoint it is not important just to assess the word of mouth communications influence on the consumers and their further behaviour, but it is also essential to perceive its influence on the brand equity. The brand equity studies cover the conceptualization and development of brand equity dimensions and their measurement. The scientists have focused on different aspects of word of mouth communication in their studies. Some scientists hav
