The Impact of Brand Equity Dimensions on Consumers Word of Mouth—The Case of Sports Goods in Lebanese Shopping Malls

Abstract

Word of mouth has adapted societal development. Word of mouth plays an essential role in shaping consumer behavior. Consumers’ word of mouth is directly influenced by brand equity dimensions Consumers’ perception of a brand is formed by consumers’ awareness, association, and its image, it represents an important variable that marketers should not neglect. The objective of this article is to study the influence of brand awareness, brand image, perceived quality, brand association, and brand loyalty as brand equity dimensions on consumers’ word of mouth. Therefore, the positivism philosophy favoring a causal type model was used to test the cause-effect relationship forming the research hypotheses. Primary data was collected using a quantitative method with a deductive approach based on a structured questionnaire. This study is carried out on a total sample of 800 individuals (n = 800). The empirical study supported the research hypotheses through the analysis of the one-way ANOVA and multiple linear regression stepwise. Finally, the last section embraced suitable recommendations for this article.