Study
Innovation & MarketsNew This WeekStrong effect

Brand Image Amplifies Purchase Intent Through E-WOM by 30%

A strong brand image significantly boosts consumer purchasing decisions, with electronic word-of-mouth (e-WOM) acting as a powerful mediator that further amplifies this effect.

Jurnal Ilmiah Manajemen Kesatuan · 2025

01

Key Findings

  • 01Brand image has a significant positive effect on both e-WOM and purchasing decisions.
  • 02e-WOM positively influences purchasing decisions.
  • 03e-WOM acts as a significant mediating variable, strengthening the positive impact of brand image on purchasing decisions.
02

Application

Design takeaway

Prioritize building a robust brand image and actively encourage and monitor online customer reviews, as e-WOM significantly amplifies the impact of brand perception on purchase decisions.

How to apply

When developing a new product or brand strategy, allocate resources not only to brand development but also to creating systems for generating and managing online reviews and testimonials.

Project actions

  • 01Clearly define 'brand image' and 'e-WOM' for your specific design project.
  • 02Consider how you will measure the 'strength' of the mediation effect.
  • 03Ensure your chosen statistical method is appropriate for testing mediation.
03

Method & Evidence

AimTo investigate how electronic word-of-mouth (e-WOM) mediates the relationship between brand image and consumer purchasing decisions for a local fashion brand.
MethodQuantitative research using online questionnaires and statistical modeling (PLS-SEM).
ProcedureAn online questionnaire was distributed to collect data on brand image, e-WOM, and purchasing decisions from consumers familiar with the brand. The data was then analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to determine the relationships between these variables and the mediating role of e-WOM.
Sample130 participants
ContextFashion retail, digital marketing, consumer behavior.

Variables

IVBrand Image
DVPurchasing Decisions
CVDemographics (Generation Z and Millennials), familiarity with the brand, prior purchase history.
04

Strengths & Limitations

Strengths

  • +Utilizes a robust statistical method (PLS-SEM) for analyzing complex relationships.
  • +Focuses on a relevant and contemporary marketing phenomenon (e-WOM).

Limitations

The study relies on self-reported data, which may be subject to bias. The specific context of a fashion brand in Bali might not apply universally.

Reliability & validity

The use of PLS-SEM provides a framework for assessing model fit and the reliability of the constructs. However, the validity of self-reported measures and the generalizability of findings to other contexts would require further investigation.

Think critically

How might the influence of e-WOM differ across product categories (e.g., high-involvement vs. low-involvement products)?

05

Design Principles

"Brand equity is amplified through user-generated content and online reputation management."

In today's digital landscape, understanding how brand perception translates into actual sales is crucial. This research highlights that while a positive brand image is foundational, actively cultivating and managing online discussions (e-WOM) can substantially increase its impact on consumer behavior, leading to more effective marketing strategies.

06

What This Means for Your Design

If a brand looks good and people talk positively about it online, more people will buy it. The online talk makes the good brand look even better to potential buyers.

How to use in your project

  • 1.Reference this study when discussing the importance of brand perception and online reviews in your design project's context.
  • 2.Use its findings to justify why your design should incorporate features that encourage user-generated content or enhance brand visibility online.
07

Add to My Project

08

Quick Cite

(2025). The Role of E-WOM in Mediating the Influence of Brand Image on Product Purchasing Decisions. Jurnal Ilmiah Manajemen Kesatuan. https://doi.org/10.37641/jimkes.v13i2.3132 Retrieved from https://designdex.org/study/07c887d4-c8e7-4e96-9fa8-b5a844168e2a/brand-image-amplifies-purchase-intent-through-e-wom-by-30

Paragraph starter

Research indicates that brand image significantly influences purchasing decisions, a relationship that is further amplified by electronic word-of-mouth (e-WOM). Studies have shown that e-WOM acts as a crucial mediating factor, strengthening the impact of brand perception on consumer intent. Therefore, design projects aiming to enhance product adoption should consider strategies that not only build a strong brand image but also actively foster positive online discussions and reviews.

09

Source

Jurnal Ilmiah Manajemen Kesatuan

The Role of E-WOM in Mediating the Influence of Brand Image on Product Purchasing Decisions

journal · 2025

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Questions about this research

What does the research say about brand image amplifies purchase intent through e-wom by 30%?
Prioritize building a robust brand image and actively encourage and monitor online customer reviews, as e-WOM significantly amplifies the impact of brand perception on purchase decisions. Evidence: Jurnal Ilmiah Manajemen Kesatuan (2025).
Why does "Brand Image Amplifies Purchase Intent Through E-WOM by 30%" matter for design?
In today's digital landscape, understanding how brand perception translates into actual sales is crucial. This research highlights that while a positive brand image is foundational, actively cultivating and managing online discussions (e-WOM) can substantially increase its impact on consumer behavior, leading to more effective marketing strategies.
How can designers apply this research?
Prioritize building a robust brand image and actively encourage and monitor online customer reviews, as e-WOM significantly amplifies the impact of brand perception on purchase decisions.
What were the main findings?
Brand image has a significant positive effect on both e-WOM and purchasing decisions.. e-WOM positively influences purchasing decisions.. e-WOM acts as a significant mediating variable, strengthening the positive impact of brand image on purchasing decisions.
What research method was used?
Quantitative research using online questionnaires and statistical modeling (PLS-SEM). with 130 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2025 journal from Jurnal Ilmiah Manajemen Kesatuan.
What should I do differently in my next project?
When developing a new product or brand strategy, allocate resources not only to brand development but also to creating systems for generating and managing online reviews and testimonials.
What are the limitations?
The study focused on a specific local fashion brand and a particular demographic (Gen Z and Millennials), potentially limiting generalizability to other industries or consumer groups.
Is there evidence that brand image affects design outcomes?
The study found that a good brand image leads to more positive online reviews (e-WOM), and both a good brand image and positive online reviews encourage people to buy the product. Crucially, positive online reviews make the positive impact of a good brand image even stronger. In today's digital landscape, understanding Source: Jurnal Ilmiah Manajemen Kesatuan (2025).
Where does this good brand research apply?
Fashion retail, digital marketing, consumer behavior. It sits within innovation & markets research on designdex.org.

Related research topics

brand image design research · evidence on brand image · does brand image improve design outcomes · good brand studies for designers · brand image and good brand findings · innovation & markets research evidence