Title :
The relationships among brand image, brand trust, and online word-of-mouth: an example of online gaming
Author :
Liao, S.H. ; Chung, Y.C. ; Widowati, R.
Author_Institution :
Grad. Inst. of Manage. Sci., Univ. of Tamkang, Taipei, Taiwan
Abstract :
This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. The present study collects 317 players of the online game ¿World of Warcraft¿ to empirically investigate the relationships among brand image, brand trust, and online word-of-mouth, and examines the moderating effect of experience. By manipulating structural equation modeling (SEM), the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth. The other findings specify the substantial moderating effect of experience in brand image, brand trust, and online word-of-mouth.
Keywords :
computer games; World of Warcraft; brand image; brand trust; online gaming; online word-of-mouth; structural equation modeling; Cities and towns; Decision making; Environmental management; Equations; Hydrogen; IP networks; Internet; Joining processes; Numerical analysis; Psychology; Brand image; brand trust; moderating effect; online word-ofmouth; structural equation modeling;
Conference_Titel :
Industrial Engineering and Engineering Management, 2009. IEEM 2009. IEEE International Conference on
Conference_Location :
Hong Kong
Print_ISBN :
978-1-4244-4869-2
Electronic_ISBN :
978-1-4244-4870-8
DOI :
10.1109/IEEM.2009.5373094
