Document Type : Original Article


1 Assistant Professor, Department of Management, Faculty of Social and Economic Sciences, AlZahra University, Tehran, Iran

2 Doctoral student of Business Administration, Faculty of Social and Economic Sciences, AlZahra University, Tehran, Iran

3 PhD student of Business Management, Department of Management, Faculty of Social Sciences and Economics, Alzahra university, Tehran, Iran


The purpose of the current research is epistemology in brand knowledge and awareness and its effect on value co-creation and Word of Mouth among consumers of LG home appliance. This research is practical in terms of purpose, which is quantitative through questionnaires and in terms of the method of data collection, it is a descriptive survey. The statistical population of the research is the consumers of LG home appliances in Tehran, and a questionnaire was used to collect data. Using the relevant formulas (for an unlimited population), the statistical sample size was determined to be 384 and after distributing the questionnaires, 361 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling was used with the help of Smart PLS and SPSS23 soft wares. The research findings indicate the positive and significant effect of brand knowledge on brand attitude, brand attitude on brand trust, brand trust on brand involvement, brand trust on brand commitment, brand involvement on brand loyalty, brand commitment on brand loyalty, brand loyalty on value co-creation, loyalty on WOM (Word of Mouth), and value co-creation on WOM. The results showed that the effective actions of the companies and the attention of the managers of the organizations to the knowledge and attitude and trust in the brand of the organization can play a role in the co-creation value and WOM,


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