The Impact of Brand Image in Mediating the Relationship Between EWOM And Purchasing Intention

This research study aims to explore the role of brand image as a mediator on the relationship between electronic word of mouth (eWOM) and consumers’ purchasing intention. Drawing upon the concept of brand image, defined by Keller in 1998, the paper argues that eWOM has become a key factor to strengthen brand image as it has been used among consumers to form expectations of the brand. Data were collected from 400 participants from Bangkok, with a mix of both generations X, Y, and Z. Path Analysis was utilized to examine the direct and indirect relationships among variables simultaneously. Findings suggest that brand image is strongly influenced by eWOM, and that brand image will further influence consumers’ purchasing intention as proposed. Future research implications are suggested as well as practical implications for business managers are provided to encourage the formation of a good brand image through eWOM.