The relationships among brand image, brand trust, and online word-of-mouth: an example of online gaming

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.