Document Type
Article
Abstract
The purpose of this research paper is to investigate the effect of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. A study on Malaysia’s automobile industry focusing on Malaysian branded cars. However, before we embark to the details of this research, the paper will give a synopsis of the study. Initially this will highlight commence with a research background followed by a problem statement then significance of the study which will eventually be trailed with the research questions, research objectives and lastly, limitations will be elucidated.
Keywords
Electronic Word, EWOM, Brand Image, Brands, Purchase Intention, Buy intention
Divisions
Faculty_of_Business_and_Accountancy
Publication Title
Draft Articles
COinS