Abstract: The popularity of online communication and electronic Word-of-Mouth (e-WOM) has become important in e-Commerce. Therefore, this study aim to understand how brand commitment influence brand image as well as moderate effect of electronic Word-of Mouth (e-WOM) on brand image in the mobile market. Questionnaires were designed to measure variables of the apple brand. The samples were selected randomly. Also, SPSS and Amos Software were used to analyze data and test hypotheses. The study found that brand commitment affects e-WOM and e-WOM is one of the most effective factors influencing brand image in the mobile market. While this study outlines ways to effectively promote a brand through brand commitment, there is a substantial research stream that examines branding of consumers goods and an increasing literature on product brands, little is known about brand image in the context of online communications.
Seyed Mohammad Bagher Jafari, Asef Karimi, Mehrdad Forouzandeh and Nousha Safahani, 2015. The Effect of Brand Commitment on e-WOM and Brand Image in the Mobile Market. Research Journal of Applied Sciences, 10: 519-524.