The purpose of this study is to investigate the influence of intensive distribution and sales promotion towards corporate image, customer-based brand equity, repurchase intention and word of mouth. The research was conducted in East Nusa Tenggara and the analysis unit was customers of PT. Surya Batara Mahkota East Nusa Tenggara region. The sampling technique is the Multi-Stage Area Sampling and the samples obtained are 114 car owners. These research findings are incentives distribution had significant and positive influence towards corporate image, customer-based brand equity and repurchase intention. Sales promotion had significant and positive influence towards corporate image and word of mouth, but it did not have influence towards brand equity. Corporate image had significant and positive influence towards customer-based brand equity. Customer-based brand equity had significant influence towards repurchase intention and word of mouth. On the other hand, repurchase intention did not have influence towards word of mouth. The originality of this study was that there has been no previous study that discussed the relationship between intensive distribution and repurchase intention, between sales promotion and word of mouth and between customer-based brand equity and word of mouth. Previous studies used different variables as determinants of positive word of mouth.

这项研究的目的是调查密集分销和促销对公司形象，基于客户的品牌资产，回购意向和口碑的影响。这项研究是在东努沙登加拉（East Nusa Tenggara）进行的，分析部门是PT的客户。Surya Batara Mahkota东努沙登加拉州地区。采样技术是多阶段区域采样，所获得的样本是114位车主。这些研究结果表明，激励分配对公司形象，基于客户的品牌资产和回购意向具有重大而积极的影响。促销活动对公司的形象和口碑产生了重大而积极的影响，但对品牌资产却没有影响。企业形象对以客户为基础的品牌资产具有重大而积极的影响。以客户为基础的品牌资产对回购意向和口碑有重大影响。另一方面，回购意向对口碑没有影响。这项研究的独创性在于，以前没有研究讨论集约化分销与回购意向之间，促销与口碑之间，以及基于客户的品牌资产与口碑之间的关系。先前的研究使用不同的变量作为正面口碑的决定因素。