Relationship Between Word of Mouth (WOM) Communication and Brand Equity of Sport Products Among Consumers in Kuantan, Pahang

Abstract

The main purpose of this study was to determine the relationship between word of mouth (WOM) communication and brand equity of sport products among consumers in Kuantan, Pahang. Four hundred and sixty-one consumers from Kuantan, Pahang participated in the study. Participants completed WOM communication questionnaires originally designed by Uslu et al. (2013), and the brand equity questionnaire originally designed by Yoo and Donthu (2001) and Lassar et al. (1995). The results showed high level of WOM communication of mean of 3.56 and (SD= .72) and the brand equity dimensions indicated highest mean on “perceived quality” 3.73 with (SD= .63). The r-value was (p