THE MAGNIFICENCE OF THE BRAND AND ITS IMPACT ON WORD OF MOUTH (FIELD RESEARCH AT PEPSI COMPANY BAGHDAD)
The current research aims to reveal the nature of the relationship between brand coolness and Word-of-Mouth, as the variables of the current research are considered critical variables in the literature of marketing management as well as their importance to any company, as all companies seek to have their brands characterized as coolness, which is reflected in the opinions of customers about those companies. It may lead to coolness about the companies, and in order to achieve the goal of the research, the researcher distributed (350) questionnaires to the employees of Pepsi Baghdad Company.(325) of them were obtained, and the number of valid questionnaires for analysis was (302) questionnaires, and they were analyzed using the statistical program SPSS v.26 Discussions between customers about the company, so the research recommends that the company, the research sample, and Iraqi companies in general should pay attention to their products in order to live up to being described as wonderful, which will benefit those companies and improve their image from the point of view of customers.
Keywords: Brand Coolness, Word-of-Mouth, Pepsi Baghdad Company.