The Role of Excitement and Brand Image in Word of Mouth

Abstract

Nowadays brands for increasing their interest are one of increasing interest evidences of decreasing the expenditures. This affair has more sign in advertisement process. Word of mouth is one of advertisement methods without expenditure that in the epoch today advertisement is known by this name means advertisement without expenditure. The advertisements which their effects are considerable on people, in this research we examine the role of excitement and brand image in performing word of mouth among consumers. Results of the present research shows which all of three hypotheses this research effect of brand image on word of mouth, effect of excitation on word of mouth and effect of excitation on brand image is confirmed. Statistical community of the present research are all consumers of automobile and clothes in Mashhad city that statistical sample selected in this community based on Cochran sample volume formula are 384 people. Analysis of this research is performed by using structural equation technique and LISREL   software. Results of the present research confirm all of the three hypotheses of the research i.e. brand image effect on word of mouth, motivation effect on word of mouth, and finally motivation effect on brand image.

Keywords: brand, consumer behavior, excitement, brand image, word of mouth