مجلة دراسات في الاقتصاد وإدارة الأعمال
Volume 8, Numéro 1, Pages 552-571
2025-06-01

Examining The Effects Of Positive E-wom, Brand Image And Brand Loyalty On Purchase Intention



Authors : Sayah Fatima .

Abstract

This study seeks to examine the impact of brand image, brand loyalty, and positive electronic word-of-mouth (e-WOM) on purchase intention for the El Mordjane chocolate brand, a local brand under the CEBON company established in 2021. The research involved a sample of 90 respondents from various locations across Oran, selected through a non-probability sampling method. The analysis was conducted using structural equation modeling (SEM) with PLS version 3. The findings reveal a positive and significant influence of e-WOM, brand image, and brand loyalty on purchase intention. Additionally, e-WOM was found to directly and significantly affect both brand image and brand loyalty.

Keywords

E-WOM ; Brand Image ; Brand Loyalty ; Purchase Intention ; Agerian consumer

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