The uncertain stand in terms of product and service quality invites customers to get the advantage of other customers' experiences in order to make a purchase decision. It has been discussed that word-of-mouth (WOM) influences consumer purchase behavior and it could create a robust tie like relatives and could also tie as close friends, acquaintances, and strangers. This paper intends to define the concepts of WOM and customer equity and study the terminology of current purchase intention, customer loyalty and correlates to consumer decision making. The data were collected utilizing selfadministrated questionnaires. The results are obtained using Smart PLS 2.0, then using the bootstrap algorithm the tstatistics are analyzed. The results indicate that customer equity drivers increase the customer loyalty and consequently ends in WOM by the customers. Despite the literature which has investigated the influence of customer equity drivers on the loyalty and purchase intention of the customers, this study contributes the analysis of drivers on WOM. Also, it reveals that if a firm invests in the customer equity drivers, the result will be loyalty and accordingly, the easiest way of advertisement that would be WOM. This study only focuses on a unique industry that can impact the generalizability of the contexts. Also, it relates only to the positive WOM effects. Future studies could strengthen the literature by taking in negative WOM with a broader population.

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The present research was conducted to compare the effects of price and brand on the industrial lubricants' customers' buying choice. To this end, 106 industrial lubricants buyer organizations in Tehran, Iran were selected as the population of the research. The sample size was equal to the population due to the accessible and limited number of the organizations. The data were collected using a questionnaire comprising 58 items rated on a 5-point Likert scale. The reliability of the questionnaire was determined and confirmed using Cronbach Alpha and confirmatory factor analysis, respectively. In total, 74 usable questionnaires were received for data analysis. The results indicated the significant effects of brand and price on buying choice. Further, the effect of perceived quality on buying choice was significant, but far less significant compared to that of price or brand. The effects from customer information on buying choice of industrial lubricants customers was not significant.