摘要：The aim of the present research is to review the influence of word of mouth promotions on brand equity dimensions in the sports services. The methodology was descriptive and of correlation type. The statistical population were the customers of watery wave's center that 362 persons were selected as the sample. In general, the results of regression show that word of mouth promotion has influence on perceived quality, brand loyalty, brand awareness and brand association. The results of the present research indicate the role of word of mouth promotion in value-making of strong brand name. In order to increase the power of a brand, the managers should invest in word of mouth promotions
关键词：word of mouth promotion; perceived quality; brand; loyalty; awareness; association
