The present research examines the role of brand image in mediating the influence of brand ambassadors and e-WOM on repurchase intentions for Ultra Milk in Denpasar. Using a quantitative associative method with 140 samples and SEM-PLS analysis, results show that brand ambassadors and e-WOM do not have a positive significant effect on repurchase intentions. Brand ambassadors also do not have a positive significant effect on brand image, while e-WOM has a positive significant effect on brand image. Brand image has a positive significant effect on repurchase intentions. Furthermore, brand image does not have a positive significant mediating effect between brand ambassadors and repurchase intentions but does have a positive significant mediating effect among e-WOM and repurchase intentions.
Yuliani et al. (Tue,) studied this question.