Viral Marketing as Antecedent of Customer-Based Brand Equity

The purpose of this study is to analyze the role of viral marketing on customer-based brand equity. In the proposed model, information of a product provided by viral marketing is analyzed as a source of brand equity and its dimensions. An empirical study was conducted among the young adults (18 to 32 years old) in the Malaysian market. Brand equity is analyzed through two types of durable goods namely mobile phone and personal computer. Data were collected from the consumers of mobile phone and personal computer using non probability (mall intercept) sampling method. The data collected was analyzed using exploratory factor analysis, reliability test, descriptive statistics and regression analyses. According to the findings, viral marketing shows a positive influence on dimensions of brand equity as well as brand equity.