Does educating customers create positive word of mouth?

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

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Green Talk or Green Walk: Chinese Consumer Positive Word-of-Mouth to Corporate Environmental Actions in Polluting Industries

Sustainability ◽

10.3390/su13095259 ◽

2021 ◽

Vol 13 (9) ◽

pp. 5259

Author(s):

Jiajia Zhang ◽

Jin Sun

Keyword(s):

Public Relations ◽

Information Disclosure ◽

Word Of Mouth ◽

Theoretical Argument ◽

Positive Word ◽

Environmental Actions ◽

Environmental Information Disclosure ◽

Chinese Consumer ◽

Social Intuitionist Model ◽

Positive Word Of Mouth

Although environmental action is regarded as a public relations strategy aiming to manifest a corporate green stance, this not always the case. Many consumers tend to be skeptical of corporate real environmental efforts, especially firms in traditionally dirty industries. However, few studies have focused on this issue. To shed light on such a phenomenon, the present study aims to provide a comprehensive multiple-step multiple-mediator model based on the social intuitionist model and cognitive-affective system theory of personality(CAPS) to examine how corporate environmental actions (substantive vs. symbolic) affect consumer positive word-of-mouth (WOM) and to investigate the cognitive and affective processes of greenwashing perception and other-condemning emotions. Findings from an online Chinese consumer panel of 130 adults indicate that consumers are prone to have more positive WOM for substantive actions compared with symbolic actions; this effect is not only mediated by other-condemning emotions but serially mediated by, firstly, greenwashing perception and, secondly, other-condemning emotions. The current study is conducive to explaining the link between corporate environmental actions and consumer positive WOM from a theoretical argument and empirical evidence, and thus providing suggestions for advertisers and marketers in green marketing about environmental information disclosure.

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Face Gain and Face Loss in Restaurant Consumers’ Brand Advocate Behaviors

Journal of Hospitality & Tourism Research ◽

10.1177/1096348018813733 ◽

2018 ◽

Vol 43 (3) ◽

pp. 395-415 ◽

Cited By ~ 1

Author(s):

Yu-Shan (Sandy) Huang ◽

Yao-Chin Wang ◽

Pei-Jou Kuo

Keyword(s):

Structural Equation ◽

Word Of Mouth ◽

Equation Modeling ◽

Positive Word ◽

Ideal Self ◽

Negative Effects ◽

Positive Effects ◽

Social Settings ◽

Positive Word Of Mouth ◽

Brand Congruence

Face plays a key role in guiding consumers’ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers’ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence.

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The influence of Trust, Switching Cost and Emotional Commitment on Bank Mandiri and Bank BNI 46

Business and Entrepreneurial Review ◽

10.25105/ber.v7i1.1153 ◽

2016 ◽

Vol 7 (1) ◽

pp. 28

Author(s):

Haryo Bagus Novrianto

Keyword(s):

Relationship Marketing ◽

Word Of Mouth ◽

Service Industry ◽

Positive Impact ◽

Switching Cost ◽

Positive Word ◽

Multiple Regressions ◽

Independent Variables ◽

Emotional Commitment ◽

Positive Word Of Mouth

The background of this research was across product and services, the stiff competition force companies in adopting relationship marketing as competitive and growth srategy. Service industry has become an industry of fierce and intense competitions. The objectives of this research were to identify the effect of trust, switching cost, and emotional commitment on word of mouth and cooperation. The design of this research applies hypothesis testing to examine all hypotheses in this study. The methods used in this study were multiple regressions between independent variables and dependent variable. Data analysis used in this research was collected by distributing questionnaires which were distributed to 110 respondents in Jakarta. There<br />were 105 responses of which 100 were completed and usable for analyzed by multiple regressions. The result of this research concluded that; first, trust has positive and significant impact on emmotional commitment. Second, trust and emotional commitment have positive word of mouth and cooperation. Third, switching cost has not significant and positive impact on positive word of mouth and cooperation.

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A Factor Analytic Investigation of Electronic Word-of-Mouth towards Fast Food Industry in Sri Lanka

Journal of Scientific Research and Reports ◽

10.9734/jsrr/2020/v26i1030322 ◽

2020 ◽

pp. 64-69

Author(s):

Saraniya Devendra

Keyword(s):

Factor Analysis ◽

Sri Lanka ◽

Fast Food ◽

Food Industry ◽

Word Of Mouth ◽

Electronic Word Of Mouth ◽

Positive Word ◽

Fast Food Industry ◽

Fast Food Restaurants ◽

Positive Word Of Mouth

In modern marketing, the Fast Food Industry has experienced lots of changes. These changes have influenced both industries and the nature of the rivalry. Consequently, it is not shocking that these bread winners have been enforced in a puzzling situation to concentrate on their customers instead of positive word of mouth communication. One of the best ways that restaurants can be differentiated from others and accomplish competitive advantage is using positive word of mouth. Consequently, this research is contributed to the vital element that is influencing on Electronic Word-of-Mouth (EWOM) in selective Fast Food Restaurants. The data were collected from a convenience sample of 200 customers in Colombo Divisional Secretariat Division, Sri Lanka. The respondents provided the data utilizing a close-ended questionnaire. Exploratory Factor Analysis has been used to analyze the data and to draw the findings. From the factor analysis, it has been identified that four factors, namely Encouragement, In-depth explanation, Differentiation and Contacts, are the primary influencers. These four factors have combined variance of 55.411% of the decision regarding the adoption of Electronic Word-of-Mouth by Fast Food Restaurants to ensure strategic development.

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Ads in gaming apps: experiential value of gamers

Industrial Management & Data Systems ◽

10.1108/imds-11-2020-0660 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Naser Valaei ◽

Gregory Bressolles ◽

Hina Khan ◽

Yee Min Low

Keyword(s):

Word Of Mouth ◽

Positive Word ◽

Social Affiliation ◽

Content Type ◽

Mobile Game ◽

Experiential Value ◽

The Right ◽

Positive Word Of Mouth ◽

Intention To Continue ◽

Affective Involvement

PurposeEven though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game).Design/methodology/approachA total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity.FindingsThis study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.Originality/valueThis study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.

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